You guys have made a bunch of very good observations about the way in which these standards relate to actual use, and have demonstrated to me that they are very optimistic. I especially wish there was a runtime to 50%.
Still, I very much appreciate having a standard by which various lights can be fairly compared. Sure, the marketed numbers will be highly optimistic. Well, I never achieve the advertised fuel economy in my vehicles, but I'm glad to be able to use them for comparison shopping, just the same. At least the flashlight performance claims will be equally inflated by all of the standards-users, which is a heck of a lot more useful when comparison shopping than having to go on trust and reputation, especially for any non-flashaholic.
A large part of developing a voluntary standard is defining it such that merely adopting said standard does not pose a disadvantage in marketing, or it will never catch on. So, they tend to be defined to provide good numbers when they are manufacturer developed. I'd rather have that, than no cooperative standard development among manufacturers. And, at least they included 'manufacturers, users, and general' in the voting group, with a clause that required no one group to hold more than 50% of the winning vote. That's a pretty balanced approach, in my opinion.
The example of somebody having a 1000m lot and buying a light rated to 1100m throw, as fooling the consumer, does seem valid, I agree. Part of the shopping game is knowing how much to discount the claims. Car fuel economy, not too much. Car audio power ratings, a whole bunch! Flashlight throw, probably discount by 75% if 1 lux is a more useful threshold? Folks will catch on quickly enough, though, and this will help make the ratings more useful as time goes on. Sure, I was disappointed when that $20, 1000W car amp I bought when I was 17 was quieter than my mom's 50W home amp, but I learned to deal with the exaggeration and can better compare and select products with standard power ratings now. They still help.
That's how I see it, anyway.