I haven't overclocked many (all of two!) Haswell chips, an i5-4670K (close to launch) and an i7-4770K (bought... last month?).
The i5-4670K on the Asus Z87 auto-OC hit 4.0ghz (both Z87M-Plus and Z87-Pro), the i7-4770K on the same Asus Z87 auto-OC hit 4.1ghz.
Could probably get more if I played with the voltage and whatnot, but I didn't have much time to play with them before I had to roll them into production.
I only got 4.2ghz out of my Ivy Bridge (i5-3570K on an Asus P8Z77-V Pro) with the lazy *** auto-OC, so I can't say I'm complaining too much. Cursed laziness. So are these terrible? I'm not quite sure, I strongly suspect with tweaks I could probably push farther...