I think coin lights run at really severe overdrive during the first 1/2 hour or so. You can't count that as normal operation. To do a reasonable runtime measurement, I'd say run it for 1/2 hour, measure the brightness (call this B30, the brightness at 30 minutes), then run measure the time until the brightness reaches B30/2 (50% of B30).
More controversially maybe, I think the "runtime to 50%" notion is based on incandescent lights, since their color shifts towards infrared as they get dimmer, so at 50% they're really a lot less useful. LED lights don't shift color much, so their usefulness as they dim is logarithmic, like the response of the eye. So I'd actually go much further than 50%, say to 25%. Since the brightness of a direct drive LED light decays slowly, it takes a long time to get to 25% of B30. In fact I'd say the Fauxton's output is comparable to a CMG Infinity (a popular 1AA light of a few years ago that inspired the Arc AAA) even at 10 hours of operation. The fundamental problem with Fauxtons if you think they're not bright enough after a few hours is simply that they're 5mm led lights which inherently don't emit all that many lumens.
So again if you're really burning through Fauxtons that quickly then maybe you should consider a different type of light, like an Orb Raw or Fenix L0D CE, etc.