The race is not all in the same direction. Also notice the rather large movement to sub-lumen and moon-light/firefly modes: People who complain that more than 0.001 lumens is blinding them, etc.
Also - The races in the same direction are not all going to the same destination. People doing search and rescue etc...are constantly challenged by the need to get enough light on a large enough area...and, preferably, with hand-held equipment rather than generator powered floods, etc. IE: There's STILL not enough lumens on tap for that application...the race is a marathon.
Sure, some just want the brightest light, we ARE flashaholics afterall...and just like a stamp collector really doesn't NEED another stamp, but, he needs it for his collection.
After that, there's people who don't want a LARGE light, but, they DO want a lot of light from whatever they feel is OK in their pocket. The pocket rocket race is a tough one, as heat management is so much harder with a smaller thermal mass/radiating surface area.
So, for many applications, there's STILL not enough lumens, and, they don't last long enough yet either....further room for improvement.
So, lumens are not getting out of hand...its just that humans tend to "calibrate" to whatever resonates with them as "right", and more than that is too much, and less than that is too little....its human nature.
George Carlin put it ~ like this: "...those who drive faster than me are maniacs, and those who drive slower than me are morons"
So if a given person is used to things being a certain way, regarding the stock market, flashlights, etc...that's THEIR baseline. Everything, for the rest of their lives, is judged relative to being above or below that baseline.
If a flashlight guy gets it in his head that 60 lumens is "normal"...lights brighter than that seem too bright to be normal, and lights dimmer than that are judged to be dim, and so forth.
Its human nature.