Right, I haven't paid any attention to them lately, but they always used to claim a power increase and conveniently not discuss filtration numbers.
The term "flow" used when selling an air cleaner is marketing speak that implies that an air cleaner actually contributes to airflow. None of them do, they just restrict airflow different amounts.
When you look at an entire modern air induction system on a modern vehicle, the air cleaner element itself is often such an insignificant contributor to airflow restriction that a lower restriction element doesn't make any measurable difference in power.