It doesn’t bother me too much as I know enough to be skeptical and I’m not really in to high lumens anyway.

However it seems the whole issue could be very easily resolved by updated the ANSI spec to require 2 numbers: output at 30 sec and average output over full runtime at room temperature without extra cooling. Or better yet, manufacturers could start publishing cooled and uncooled runtime graphs like reviewers do. Sadly though, neither of these is likely to happen.