The gph offered is the max flow rate for the pump… meaning with absolutely no restriction the pump will move that many gallons per hour…
There are many many factors that will slow the flow rate down such as diameter of hoses, bends in hoses, filter design, media, debris in media, etc, etc…
The “actual” flow rate will vary based on all of these details, therefore the actual flow rate will be a variable number…
I agree they “should” better explain the way filters are rated… But it’s not a lie… It’s just their way instead of your way…
Although before we suggest they change their way of rating, we have to suggest a better way. Since the actual flow rate is a variable number, this wouldn’t work well either. Wouldn’t you be suspicious of a filter that boasted “About 380 gph”… but if they clearly stated it has an actual flow rate of 380, and yours only flowed at 370 (remember this number will vary) then you have proven they are committing false advertisement.
Plus the only company I know of that does openly offer a suggested actual gph, or filter flow, they exaggerate it… At least the max flow rate of the filter is a true number and not based on assumptions, speculations or manipulated testing…