question about kicker amps

I've seen people say "well 1 watt in a kicker amp equals 10 with other amps LOLOLOL" but I fail to see how this makes any sense...1 watt of power is going to equal 1 watt of power, no matter what.

Am I missing something here, or are kicker amps truely that special?

nothing speical about them they just happen to be a mainstream company that is pretty decent and is cheap spl.

a lot of competitors like them because they are cheap and have pretty good amount of power