That has been discussed in the forum and now there is a new organisation called AMTSO.org
You can take a look at the forum to find these discussions but here are some excerpts from AMTSO website
"As anti-malware solutions become more complex, many existing tests are unable to evaluate product effectiveness properly, resulting in product reviews that are sometimes incomplete, inaccurate and misleading. The adoption of standards and guidelines is the first stage in an initiative in which members of the industry are collaborating with testers, reviewers and the media in the production of advice that will help customers make better-informed buying decisions"
AV comparitives are also part of this organisation.
We do NOT believe, like AMTSO, the current tests can show how current Anti Malware products can "protect" the user. The threat model has changed, the way we defend ourselves have changed. A very good example was a recent Confiker virus. While people who got 99% ratio from AVComparitives failed to prevent Confiker until they rushed and created the signatures and update their users, Comodo prevented, hence Protected, their users from Day Zero against Confiker!
So we wholeheartedly agree with AMTSO's above statement. Afterall what matters is how "protected" the user is and current testing methods fail, miserably I am afraid, to show that.