  Existing works have identified the limitation of top-$1$ attack success rate
(ASR) as a metric to evaluate the attack strength but exclusively investigated
it in the white-box setting, while our work extends it to a more practical
black-box setting: transferable attack. It is widely reported that stronger
I-FGSM transfers worse than simple FGSM, leading to a popular belief that
transferability is at odds with the white-box attack strength. Our work
challenges this belief with empirical finding that stronger attack actually
transfers better for the general top-$k$ ASR indicated by the interest class
rank (ICR) after attack. For increasing the attack strength, with an intuitive
interpretation of the logit gradient from the geometric perspective, we
identify that the weakness of the commonly used losses lie in prioritizing the
speed to fool the network instead of maximizing its strength. To this end, we
propose a new normalized CE loss that guides the logit to be updated in the
direction of implicitly maximizing its rank distance from the ground-truth
class. Extensive results in various settings have verified that our proposed
new loss is simple yet effective for top-$k$ attack. Code is available at:
\url{https://bit.ly/3uCiomP}
