We did not simply measure energy coming from the front of the case which is the area of the case where the phone would be "shielded" from radiation. If we had taken readings with a directional meter, specifically measuring energy coming from only the front or flap cover where the shielding material is, we assume as the manufacturers claim, that we would have seen a drop in the radiation readings.
The company's "Researches" page, for example, states that "Aires Technologies are more than 12 years (sic). For this period there have been conducted a number of studies on mechanisms of coherent transformers that effect on physical, chemical, technological and biological processes (sic). The studies were carried out in close collaboration with leading research and academic institutions."
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.