CRI's have gotten higher, but getting more spectrum requires more phosphor which reduces luminous output.
This is an older article but it discuses maximum theoretical efficiency.
What does the luminous efficacy depend on and how efficient can a white LED actually be?
www.dial.de
Much of the higher claimed lumen outputs these days are based on higher drive currents for very short burst periods. Zebralight does have a burst but doesn't overdrive as much as other manufacturers and their latest focus and customer base seems more interested in high CRI and Neutral color temp.
Other random thoughts / gripes:
LED's have gotten brighter (more lumens) and slightly more efficient by making the die sizes larger, but that comes at the expense of focused beam and throw. So my small AAA and AA size lights are floodier than back in the day. Sometimes that is OK like when inside the house, but outdoors some of my older "dimmer" flashlights reach farther down the path. Some of the domeless LED technology seems to bring back some of that throw.
The circuit regulation matters a lot for efficiency as well, and many manufactures aren't trying very hard. Zebralight still cares about high efficiency circuits.
Also household LED bulbs are cheaper but crappier. They seem to burn out, flicker or grey out in a year or two.