I noticed this too, so I did some testing, because I was going to take my laptop into the store to get fixed because I thought the battery life was bad.
So I tried as they said. 1/2 brightness, wifi on, bluetooth off, Keyboard light off and no devices connected. (All apps except safari closed)
If I clicked a non flash web page every 20 seconds or so, ie web browsing) My battery life was about 5:00-5:30. This obviously seemed totally wrong since they claimed 7 hours (which is still ludicrous it seems)
So I was upset, called apple, and they wanted me to bring it in to the store, after resetting pram etc. I thought they would think I was insane or maybe would swap it out so I swapped the original HD (160gb 5400 rpm) drive in and the original 2gb of ram in. At that moment it struck me, maybe that might make a difference. (I never thought it would really, since the seagate 7200rpm drive I had in it was supposedly very power efficient)
I booted back up and tried using it for a bit. Now my battery life was ~6:30. Which is closer to what apple says ( for some reason my battery health is 97% after 2 months and 13 cycles.)
So I plugged my 4gb of ram back in, and tried again, and ended up with about ~6:20. So I figured the power hog was my drive.
I then researched all the drives, and found the hitachi 500gb 5400rpm drive looked best in terms of numbers. (check other 5400 vs 7200 rpm thread)
I went and bought one, plugged it in and copied my stuff over from 7200 rpm drive and tested. I end up with ~6:15-6:30 if I use it lightly like apple says (ie no flash and clicking a new page 2-3 times a min)
However any real use (ie typing into a web page like I'm doing now cuts the usage time to closer to 5:45 or less) God forbid I use flash and my battery life is down to 4-4:30.
So to sum up, battery life according to apple of 7 hours is probably possible, if you end up browsing very little and letting your laptop sit there most of the time idle. Otherwise shorter battery life is normal, especially if you've upgraded the machine, or use it on more than 1/2 brightness, and key lights on etc etc.