So of course now that we understand that the cases are not tested and just the material--it makes sense! We measured power density levels all around the case-the shielding material most likely isn't used "all over" because then the phone couldn't receive signal and wouldn't be able to engage in a call.  That's why we did not see even close to a 99% reduction when some cases were on the phone.  In fact, watch the video and you'll see some readings are more than 20% higher with a case on vs the naked phone.
We asked Dr. George Carlo his thoughts on EMF cases and shielding products, “most offer some protection, some of the time, to some people, because they can alter the immediate electromagnetic field environment around the person,” and immediately emphasizes the importance of “some,” which seems to tell us that it’s vastly unpredictable. “All waveforms in the environment are highly variable and they interact with other factors in the environment that make them even more variable.” This pretty much sums up that the artificial electromagnetic energy universe is vastly unpredictable.
Yes, cell phones emit Electromagnetic Fields (EMF) and direct exposure to these emissions can be a health risk. There are two types of EMF radiation emitted from cell phones: Extremely Low Frequency (ELF) radiation and Radio Frequency (RF) radiation (which includes cellular signals, WiFi and Bluetooth). More and more, particularly in recent years, scientific studies have confirmed that these EMF exposure can adversely modify the biological operations of the body. In more serious cases, exposure to EMFs can lead to tumors, reduce sperm count and other serious health concerns.

"Someone claiming they need to reduce [the safe SAR level of 2 W/kg] by 90-percent — they just have no evidence to make that claim, and they are actually playing on the fact that people will be concerned enough about the possible cancer risk, although they don't understand that there's no sufficient data yet to make a statement about an actual cancer risk," said Professor Olver.
Exposure to ionizing radiation, such as from x-rays, is known to increase the risk of cancer. However, although many studies have examined the potential health effects of non-ionizing radiation from radar, microwave ovens, cell phones, and other sources, there is currently no consistent evidence that non-ionizing radiation increases cancer risk in humans (2).