I don't think he's entirely wrong. The way I understand it, and I'm no expert so someone correct me if I'm wrong, but lumens only measure the brightness of whatever is producing the light. The actual light you use(?), is measured in candles. So to measure the light given off from a single light bulb (or candel), you use lumens. If you focus that light, say with a concave mirror like a flash light, you use candles. In both cases the lumens are the same but the latter case gives you more useable light and will appear brighter (more candles).
That being said, since all(most?) lights use similar mirrors, I'd call bullsh*t as well.