Improved efficiency comes from the hardware needing less power, thus lasting longer. The battery, if the same capacity, is no more or less efficient.
You can play with stats by saying that the 1,500mAh lasts as long in device X as a 2,000mAh battery lasted in device Y, but that doesn't mean the battery is more efficient. The phone is. Put a 2,000mAh battery in device X and you've just increased battery life.
What's happening now is that as power consumption falls (in SOME areas) designers feel free to make even smaller phones.
Christ, they did this in Japan in the mid 1990s. Absolutely minute phones. Virgin even released a ridiculously tiny phone in the UK (and some others) but then people began to want to do all the things that the Nokia 2140 couldn't (as mentioned above by someone who I suspect missed the point).
Now people want larger screens.
I don't feel many people really want a thinner phone and would be happy with something a bit thicker but with the same hardware performance and increased battery life, so carrying a charger or portable battery pack isn't so important.
People have little choice though. Apple, Samsung and others aren't giving a choice. I recall Motorola had the Razr and Razr Maxx and the Maxx did very well. Every now and then a phone comes along with a larger battery, but often it compromises somewhere else (like a lesser SoC, weaker camera etc).
In my opinion there's no need. Apple and Samsung should be proud of using the latest chipsets that are more efficient, but for goodness sake, still increase the battery so people can EASILY get a full day of usage from their phone. That's a full day even when you are using the device more heavily than normal.
By rights that means ending most days with over 50% less, so you've got a large margin to play with.