Why is this flashlight not as powerful as I thought?

With out having them "in hand" to compare I can only suggest that the way the lights were tested and rated by the different companies is the variable. Point of focus is also another variable some concentrate the point of focus farther than others giving a different visual perception even though more or less power is thrown out there. One interesting little light are those key chain leds they are so bright at the light you can't shine it in your own eyes but try a light up anything beyond 5 feet and its worthless.