I was reading about last week. It's a fairly obvious and very old idea, but I guess it just required fabrication technology that they didn't have until recently.
And they did not have it before because it was not really needed up to now. The transistors are now becoming too small so they have be wrapped around the silicon to be able to turn off the device. Up to 32nm this was not really needed. Of course, that's not how marketing people will tell the story.
greets.
Staf.