It is important to draw a firm line in the sand on this issue because reputable companies should not be disadvantaged with an unfair market due to criminal acts by others. By turning a blind eye we have allowed the problem to go from bad to much, much worse in the last few years.
There are now generic lights rated for more than triple their actual output. They can sometimes be a great value for the money but in that case they should still be rated accurately, THEN let the customer be aware and educated with facts instead of guesses and lies.
Personally, I won't buy lights that I know are fraudulently rated.