Brian, I won't put any words in Neils mouth, and I won't speak directly to JD, but I can tell you that several brands, in their MARKETING material state that the FEL capacity is "xxxx" pounds. Sometimes there is no disclaimer on what the measuring point is in the MARKETING material, sometimes there is.
The problem with that is that if you know you need to lift 1200# and you see a tractor that claims it can lift 1200#, then you are going to assume it will lift 1200#. Now if that FEL capacity is measured at the pivot point, then you will disappointed because your tractor will likely lift something like 800# if measured at the bucket center (which is very likely where your real world load will be centered!).
Altering back to the original question, but using the same logic, we have all seen people here on TBN ask about powering a large PTO driven implement with a small tractor. The engine/GROSS HP is often referred to by the newbie as the justifying factor for the implement size when in fact, the PTO HP is needed to determine the implement size. Worse than using engine/GROSS HP to determine implement size are the questions where people justify implement size only by considering the rear width of the tractor and not even considering other factors. These types of questions are posted moderately frequently.
Also, I tend to agree with Neil that the average TBN member is NOT the average tractor owner/buyer. I know of nobody in my circle of friends outside of TBN that owns a tractor and really knows anything about it. So I would suspect that 80+% of the buyers believe the marketing bull and think they got what they were told.
Mike, I think that with SMALL TRACTORS Deere is really just doing what many of the minor players are forcing them to do. The industry is changing to something that we can probably all agree is simply marketing ploy. The fact that JD publishes the real numbers in their on-line manuals says that they are not hiding the numbers. But I think JD's marketing department is using the numbers in the same way that some of the other guys are using them. On their larger tractors, those that qualify for the Nebraska testing, I strongly suspect they are publishing realistic numbers in their marketing material, but then it would be because they are selling to a different type of customer who is more demanding and careful in their purchasing requirements.
The question really is not so much why JD is doing this, but why are the other companies doing this? Because many of them make it very difficult to find the real "apples to apples" numbers!