> instead of emphasising the wattage of a bulb, if you showed the lumens/$, more efficient bulbs would naturally win out. Instead, LED bulbs have fake wattage numbers to show the equivalent wattage incandescent lighting that would be needed to match the LED.
I don't understand what the problem is supposed to be. The system we currently have is that all bulbs are labeled with their brightness ("equivalent wattage"), which is the outcome the customer cares about. You can then choose the cheapest bulb at the brightness level you want. That second step already causes more efficient bulbs to crowd less efficient bulbs out of the market.
In your hypothetical system, we stop indicating how bright bulbs are. Instead, we indicate how efficient they are, and customers are supposed to work out the brightness for themselves.
Why would anyone want that?