There's nothing wrong with a company doing their own thing, as long as they clarify what they are doing, and/or not doing.
But to help understand relative performances, it helps when most use a common standard. Hence the ISO 4548-12, as one of many.
I used to work in the auto industry (for Ford).
I now work in the HVAC industry.
Those both have internal and external governance for testing protocol.
Until you work in the industry, it's sometimes hard to understand the whys and wherefor's of what is done.
Sometimes industry standards or tests change to reflect the advances in technology.
Sometimes a product changes, in response to a market demand or corporate directive, and then the performance of that product changes accordingly. (like the evolution of the "Ultra" and it's predecessor).
Even if a product like an Ultra used the exact same filter media, the application of the media into different filters (height, width, inlet/outlet flow rates, BP values, etc) are going to cause some small differences in overall efficiency. Fram isn't going to test every single filter to get the 2/20/75 beta data. They will rate a series of filters that are based on a representative filter.
In the HVAC industry, we don't test every single combination of split systems (furnace, condenser, evap coil). We test certain high-volume combinations and then "rate" others based on modeling. That is an industry proven method and actually is accepted by governmental auditing agencies. We can show this to be accurate to a degree that appeases the audit agencies. It's not perfect, but it's close enough.
Same goes for a filter I would guess. Most companies probably test the high-sales-volume units, and then "rate" their other filters based on measurable criteria and project other unit performance accordingly.
Some of you need to just relax the sphincter and learn to worry 'bout other stuff, because filtration is not worth having a stroke over.