The firmness in a toy's listing is the shore firmness number given by the silicone manufacturer. If I have a bucket that says 0050, then any toys made with that silicone are designated 0050. The dimensions of a toy might make it feel subjectively firmer than a differently sized toy. There are numerous other factors that might also affect the firmness and result in a different reading if one were to use a durometer, including but not limited to: altitude, temperature, pigment composition, quantity of pigment, and other manufacturing inconsistencies I cannot control. While I have rarely mislabeled a toy's firmness (generally I catch this before I ship the toy), the minute firmness differences some people mistake for an error is simply a consequence of environmental conditions and inconsistencies in the supplier's product. If your 0050 toy 'feels' a bit firmer than that, you didn't mistakenly get a 10A toy; you have a 0050 toy subject to the usual variations. Consider the listed shore firmness as a guide, not a precise measurement.