I fail to see why you're having such a difficult time in accepting that something that someone made up, was made up. Are you Fox Mulder? There's having an open mind, and then there's having a commonsensectomy.
Stiffer forks, braking forces etc, are all very easy to measure. These aren't ephemeral, difficult to verify claims. You're absolutely right that we shouldn't necessarily believe everything we're told though; some industries are practically built on feeding us horsecrap.
For instance. If washing powder manufacturers really did get my whites whiter than their previous powder did every time they claimed to have done so, they'd be visible from Alpha Centauri by now. Global warming wouldn't be attributed to pollution, they'd be blaming the glow from my pants.
The cosmetics industry lies to use constantly precisely because their claims are hard to test. I've been using this moisturiser for 20 years because it claims to keep me young looking. Has it worked? There's no baseline, how would I know?
Yoghurt's got in on the act now too; put a spoonful of the stuff into a little bottle, mix a bit of milk in, claim it contains "Digestivum" (I refer you back to my earlier comment about making stuff up), give it a name that sounds like a Klingon swearword and market it to the depressingly gullible at a quid a bottle.
Homeopathy. End of sentence.
So, yes. Your question is valid, but your conclusion is wrong. We accept what we're told far too readily, but the solution isn't to blindly give credence to any old dog egg peddler that happens by, it's to question whether or not we're being conned by immoral crooks.