Oh, ok

But camera companies know how to "increase it". There are physical variables among other things (electronics?) that result in cleaner pictures (in bad light at least) vs cameras from 5, 10, 15, 20 years ago. Thanks
Frustratingly, I've written a couple of short articles that point out that having lots of dynamic range is useful but that a dynamic range value, in isolation, doesn't tell you as much as you might think. (It's not a proxy for image quality). Unfortunately I can't foresee a time when I'll be able to illustrate and publish them.
To your point, some manufacturers are starting to quote approximate DR numbers, sometimes in briefings, sometimes in public-facing marketing materials. Usually they quote figures consistent with the ones DxO's 'screen' values (a 1:1 SNR cut-off, normalized to 8MP).
We hear it discussed more on the video side of things, perhaps because video comes with a fixed output resolution (FHD, UHD 4K, UHD 8K, etc). But it's not always clear whether they're stating the measured DR performance or the DR capacity of their Log curve, regardless of how usable the shadow performance is.
We tend not to quote DR as a number because: a) it's not obvious what it means, visually and b) because it only tells part of the story but risks being interpreted as a measure of IQ.
Richard - DPReview.com