To me, the 'x' number is just a mass-marketing gimmick. Used to make a '10x' lens somehow better than a '5x' zoom to the uneducated buying public.
Bingo. It's kind of like wattage on audio equipment. You gotta look on the box for the real numbers. Your "500 watt" amp is nowhere near 500 watts. That's PMPO (Peak Music Power Output) which is a number that happens so quick the human ear can't even hear it. It's basically made up! It's all marketing gimmicks. It might actually be around 120 watts RMS (actual, sustainable, constant MAX power)
It doesn't mean the products are bad, but, if they can find some way to have a bigger number (any number) than the other guy, they will. Because a lot of un-informed, un-researched customers will compare it, based on numbers, with what is on the shelf. In fact, I was at Best Buy on black friday (they had the 430 EX II on sale) and while I was in the DSLR aisle I heard a lady talking to the associate. She said "Okay, now, why is the 5D so much more than the 7D", "Well the 5D is a better camera" said the ever-so-knowledgeable associate. Then she said "How can that be, this is a 7, that's a 5?" To which the associate replied "Oh yeah, that's true... I dunno then"
Bigger number. Must be better. Maybe Canon uses that system knowing that it's high dollar cameras are going to educated consumers, whereas the cheaper systems are more likely to be bought by a window shopper. They'll think that 500D is such a great deal, a tenth the price of the 5D! And it's 495 more D's!
The craziest one is megapixel though. Yes, high resolution has it's advantages, but whether DSLR or PnS there are way to many factors to focus in on that one. In the days of 1 and 2 megapixel cameras perhaps, but nowadays with these incredibly high resolution images (remember your big screen high definition TV is around 2 megapixels. Which is impressive considering it's 24, 30, or 60 2 MP images each second, but still!), the quality of the lens, features, and sensor are sooo much more important. Yet so many consumers will look down the aisle and find the highest 'megapixels' camera they can find, assuming bigger must be better!