Think about it this way. Every manufactured product has some design tolerance. If the sub was spec'd to handle 400W and the tolerance was 5% that would mean that some of them could only handle 380W. What happens when a customer supplies a real 400W to the speaker and blows it on some bass heavy music? If he's the typical **** sure imbecile on this site, he'll instantly make 20 threads about how this company's subs are pieces of **** and couldn't even handle rated power.
Conversely, a company advertises that their subs can handle 300W knowing full well that they are designed around 600. Instead of people bitching about blowing subs, they're in here bragging about how great their subs are since they're sending their 300W subs 500W and they're handling it fine.
Additionally, by putting some margin into the power handling ratings, they will have fewer nuisance warranty claims regarding blown subs (despite the fact that pretty much no company warrants cooked coils).