Thanks all for the input. I of course need to test in the next few days, with all the suggestions, and see what I get out of this new beauty.
I am noticing however, now a full week after getting the machine, that the battery life is improving. It is not great but better. I have followed some of the suggestions for battery life improvement, like brightness at 50% or less etc, but I will not limit my use or diminish my user experience just to save battery as it would defeat the purpose of such a great machine.
It was helpful to learn how Apple tests the machines to come up with the suggested battery life on specs.
I never intend to use it for heavy design work on battery, when I am designing it's usually hooked to the power cord and to a monitor anyway. So like some of you point out, I mostly use it on battery for small tasks (email, web browsing, Facebook, Twitter etc).
Will post test results in a week or so when I have more to add. Thanks.