I am not fooled by the doubling of the power level and calling that the model number--that is Buff's game...
I think it is a LOT of the monolight manufacturer's game. WHY is that?? For God's sake, just make it easier! LOL!
Well, it goes wayyyy back to the 1980's, when monolights were just coming into their own. Prior to that, studio flash had been dominated by old-line companies like Speedotron, who invented the first commerical electronic pack and head system in 1939, as well as Photogenic Machine Company, another heartland, USA company with roots dating back even farther (but
not in flash technology), to the early 1900's. In the early White Lightning days, Paul Buff began using the term "effective watt-seconds" in his full- and half-page magazine advertisements, ostensibly to counteract claims from unnamed "other manufacturers". This subject has come up many times on various forums, over many years. "Nobody" really knows "who or what" these other manufacturers were or are. The concept of "effective watt-seconds" being somewhere around DOUBLE that of competing "other" brands of lighting equipment is
pure marketing genius, and at the same time, is
incredibly devious and disingenuous.
Another example is the Lumen-Seconds measurements Buff likes to throw around...another measurement nobody else uses...and a totally meaningless number to 99.5% of photographers. Buff is also reluctant to provide simple Guide Number comparisons stating a reflector size, model, and beam spread angle...This "doubling" thing is now widespread, as other manufacturers have been forced to adopt Paul C. Buff's decades-old smoke and mirror naming convention...the Alien Bee 400 is a 160 watt-second light unit...
The entire "un-named" and "phantom" competition concept is one that, once again, Buff himself began as a marketing device. It spreads fear, uncertainty, and doubt quite nicely. The guy is a marketing genius. Well, let me re-state that: the many makers of studio flash systems are some of the ABSOLUTE-WORST MARKETERS IN ALL OF THE PHOTOGRAPHIC FIELD!!! I have no idea how some companies have stayed in business for so long, except pure word of mouth advertising.