Because they don't know what they're talking about.
PCI Express gives you a set amount of bandwidth per lane. An x8 slot combines 8 lanes into one slot, for 8x the bandwidth of a single lane. x16 similarly gives you 16x the bandwidth of a single lane.
The question then becomes, how much bandwidth does your card need? As it turns out, only the highest end cards (GTX 680, GTX 590, HD 7970, HD 6990) need more than 8 lanes of PCIe 2.0 bandwidth. Unless your card is a flagship model, it won't even notice that it has less bandwidth, because it still has all it can take advantage of.
It's like speed limits on the highway. If your car can do 100 and the limit is 50, you have to slow down. If the speed limit is 500, however, you can still only go up to 100 because of the limitations of the car.