1badgts is correct, and they are MANY more ways someone could 'alter' the numbers including the placement of the measuring equipment, adjusting altitude, bar, pressure, changing correction factors, etc....and the list goes on!
And to top it off, not all dynos are the same either. There are Dynojet, Mustang dynos, Clayton dynos,etc... and all will give you drastically different readings.
As I mentioned in a previous post about dynos, the proper way to use a dyno is for a baseline comparison after modifications are made. It is important to keep as many factors as possible consistent. At APEX, we use a real time engine diagnostic software to try to keep the variables consistent (IAT, ECT, etc...) when using the dyno. But again, it is very difficult to keep everything 100% consistent. As a result, typically we will do a minimum of 3 runs but as many as 10 in order to get consistent numbers, and normally take the average. Some dynos tend to have more conservative numbers and some more agressive. Why? Too many factors to pinpoint normally. Dynojet has even changed the software versions a few times in the last couple years, and this may effect the readings as well.
In the end, I always say honesty is the best policy. If someone inflates numbers, they are only hurting their credibility in the long run. It is discussions like these that make me feel better about the fact our dyno tends to be on the 'conservative' side. For example, we have never seen a Viper with headers and exhaust ever hit more than about 445rwhp, and on average are around 430-400rwhp.
Hope this helps!!
-Wayne