Ok, Calling the Battery Experts

BigSwede

The Credible Hulk
Wow. Lead acid equivalent; that's sort of deceptive. Amp hours are a pretty standard metric, no need to go all marketing on them.
I found this explanation of the "equivalent" rating:
Q. How does the Starkpower’s lead acid Equivalent "Pb Eqv" capacity (Ah) rating compare to lead-acid Ah ratings
A. Lead-acid batteries used for starting purposes are designed only to provide the maximum current to start your vehicle. Typically lead acid starter batteries can only be discharged about 20%~25% before the plates begin the process of disintegration (sulfating). Any further than that will quickly reduce the total life of the battery, so a lead-acid battery rated for 15Ah has only about 3~3.75Ah of usable capacity.

StarkPower lithium-ion batteries have 1/3 the internal resistance of a similar capacity lead acid battery and they can be safely discharged to 90% DOD. Lead acid internal resistance rises as they are discharged, the actual capacity which can be USED may be as little as 20% of the mfg. rating. Discharge in excess will not only damage the lead-acid battery, it may not allow proper starting as voltage sags. StarkPower’s lithium batteries hold a higher voltage during discharge. A StarkPower lithium-ion battey in a starting application can replace lead acid batteries of 3x the size in Ah. Therefore the Ah(Pb Eqv) is a way of comparing the starting capcity lithium battery can do vs. a lead acid battery. If you have a 12Ah lead acid battery in the vehicle today, you can safely replace it with a 12Ah (Pb Eq) battery from StarkPower for engine starting applications.

There is a lot of technical info in that starkpower website.
 

BigSwede

The Credible Hulk
Another nugget from their FAQ:

Q. Will the cost of Lithium-ion batteries become cheaper?
A. At the moment, Lithium-ion materials are about 3~4 times higher than lead acid for the same capacity. This will no doubt come down as worldwide supply goes up.
 

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