dman777

29-31 typically after install 

As @no ma'am said, those are roughly what it is after it is installed.  Remember Llumar products are lighter out of the box, so it can be the same as other brands 35.  For example, 3M CS 35 is darker than any of the Llumar 30's hitting as low as 27-28 on some vehicles.

Infrared bulbs emit 95% infrared energy whereby the sun only emits 48.xx %.
 
Same bulb, visible light 5% and the sun 48.xx%
 
Both visible and infrared energy will convert to heat once absorbed by any surface, infrared is simply 'felt' sooner because it penetrates deeper into the skin causing tissue moisture near nerve receptors to heat up. Water is the best absorber of infrared.
 
The display you speak of is not misleading since both films mentioned work best in the infrared.
 
Misleading would be to compare one of the two films mentioned to a dye-metal or straight dyed film.
 
Edit: If you want to compare differing film structure performance, a Halogen bulb is the closest to resembling the sun's energy; publicly available.

Llumar films are always lighter out of the box than the shade listed.  For example, 35 out of the box will be closer to 39 for Llumar films.  We also carry 3M which tends to hit dead on the shade listed on the box.  3M CS 20 can easily hit 13 once applied on the glass...Crystalline roughly the same.  So we always have to take that into consideration when selling the films.  35% is our legal option (GA can hit as low as 29 to be legal), but I have seen 3M CS 35 hit as low as 28 on certain vehicles.