If I recall correctly, Eheim's states the flow rates with the canister full of media ... that's why their flow rates seem lower. Most MFG's use unrestricted flow rates when advertising GPH. I believe it's Rena that lists both on their box, unrestricted on front ... and w/ media on the side ... or something like that. It's quite a difference between the two though (nearly cut in half).
Also of note, is how companies seemingly over-state the tank size the filter can handle. Thus, I always go the next size up.
Flow rates for many filters appear to be given with unrestricted flow/lack of media ... whether the filter be canister,
HOB, internal, sponge, etc... flow will of course also decrease as matter builds/clogs the media. This is why I like filter redundancy (use of two filters). For instance, on my 20 gallon long livebearer tank (they poop a ton for smaller fish, lol), I run an Aquaclear 50 and an Aqua-Tech 5-15. The AC50 is also equipped with a Filter Max pre-filter intake sponge ... and that's the same sponge used on the Hydro-Sponge Pro #2 reticulated sponge filter.
There's hype with a lot of products ... but the Eheim Classic's reputation seems based on performance and reliability ... which it's longevity would seemingly speak to.