It's basic lumen depreciation based on inverse square law. Lumen output is reduced to 1/4 value every twelve inches.
100,000 lumens at 12" is 100,000.
100,000 lumens at 24" is 25,000 lumens
100,000 lumens at 36" is 6,250 lumens
And so on and so on.
This makes sense that my 108,000 lumens at 16"...