When you hear max lumens in a certain context you can pretty well regard it as junk. Often they'll refer to max lumens when stating the theoretical maximum that the led can put out, as stated by the led's manufacturer. This is the case with the "900 lumen" P7 lights on DX. It does not even refer to emitter lumens, because it's unlikely the flashlight manufacturer is driving the led at the specific voltage and current required to get the "max" out of the led. Further, then will not have the proper heat syncing in place to remove the heat to maintain the lumens. Heat and lumens are inversely proportional.
You can pretty well make the following assumption 99% of the time:
torch (Out The Front) lumens < emitter lumens < "max" (theoretical) led lumens