THe fusion chips also use significantly less power than the Ion setups, well significantly less when a full system can use 30 to 45W under full load is, debateable, significantly less power in percentage, but in reality 15W isn't much.
It seems largely that Atom is so slow that under any load its always running max speed, as the 18W 1.6Ghz dual core with higher clocked GPU showed noticeably lower power usage in all situations than a 9W Atom chip or a 9W atom chip using Ion instead of the IGP(Ion doesn't add any noticeable power over the IGP in the Atom).
I really don't know why, theres many possibilities, in most situations tested the Atom + gpu will be under close to full load, so max voltage, max speed, the E350 is so much faster its under less load so doesn't clock up fully or uses less voltage. Maybe the 18W and 9W are absolute max for AMD and "average power usage" for Intel, maybe the GPU uses 13-15 in the Brazos chips and the cpu itself is insanely low power.
Look at the Anandtech review for the numbers, I didn't think it would beat Atom easily in power, I just thought for a little more power it would smash it in performance, it does both comftably.
i3's have very good power management though, the latest Sandybridge based ones the i3/i5/i7 Sandy's seem to have silly low power usage under full load vs the older chips. Depends if you really want the performance or just ultra low power.