realistically this is the ONLY option so consumers (and manufacturers for that matter) can compare apples and apples....
think about it, with the almost unlimited number of different types of media, (potentially in different amounts,) there isn't an easy way to measure how many GPH's different filters will be able to push. a manufacturer could just as easily add a TINY bit of media (less than any of us would use on an operational tank) and make it sound as if their filter is superior because it can push 'X' GPH WITH Media.
when you remove the media variable from the equation you have, well one less variable.
