They are not "lying" about their equipment. Most quality builders leave head room on their subs so if you F something up and throw too much power at them they will survive. Then you have some guys who like to push them to the max and will figure out the limit. Most quality subs will play at their "max" level for short bursts, which are called SPL burps. If you have SQ in mind and want longevity always go by the rms value, builders make this the set point where the sub will play its best with the clearest sound and maximum spl at the same time without failure.