If we talk about clueless customers who just walk into an outdoor store to buy a flashlight without having a clue what the market offers and at what price, I can agree with you. For that kind of sales investing in slick packaging might pay off more than anything else. The point is, I don't think the uninformed, first-time buyer is the only type of potential customer that makes a flashlight manufacturer like Fenix successful in their line of business.
If Fenix would sell their lights only when an older light breaks they would have probably gone bankrupt a long time ago. There's definitely bunch of Fenix customers who do check specs and do compare lights before keying in their credit card digits to complete a purchase and those customers don't even wait for theit "old" Fenix light to break...: not worth adding a couple of web pages to their new site?