Why does a video taping the lanterns matter ? The real thing to compare is the area the lanterns light at

I see quite a lot of times when salesmen indeed put the LEDs in a "laser in the eye" mode on display, and show peeps "how bright the LEDs are" pointing on the lamp itself.... ok, they are indeed much more glary than any proper light source, but what about the Luxes on the target area ? nevermind that. They compare EEI and Watts not Luxes