Marketing, plain and simple. Companies put on their amplifiers what people want to see, and that's huge power numbers. What you have to realize is that they are not lying. "2000 watts peak (max) power!" Chances are, that the amp WILL in fact produce 2000 watts peak. For a fraction of a second. Thing is, each company does its own ratings and they decide what procedure to use. Knowing what to look for is the important part. Knowing to look for the RMS ratings at certain voltages with certain THD numbers is important. Sadly, the companies know that the average entry level car audio customer does NOT know this, and sadly, that's who they prey on to make their profits. That's the free market laissez-faire economy for you.I came across a link on the Soundillusions News section, but it's not there anymore... Josh, if you're out there do you still have that link for the implimentation of the standardized amplifier ratings??