"Michael Hess, vice president of marketing for Armament Systems and Procedures (ASP), said consumers should be wary when considering products from no-name companies. “First, some claims are just completely false—it is easy to have ‘fun with numbers,’ and most buyers can/will never know whether they are accurate or not. And second, not all lumens are created equal; lumens convey the total light output of the device, but like any technical standard, there is a proper way to measure and represent it, and not doing so can produce misleading data.”