I think the "fake chatons" and general attempts to show off generally dates to earlier in the century when customers were more likely to see the watch movement in the shops, especially if it was a shop-built watch made to order. It was common back then to choose a particular movement and have it mounted in a standard caselike a Dennison model, for example.
One other thing you sometimes see is an enlarged cap jewel which is visible when looking at the balance cock, yet the cap jewel fitted to the plate is much smaller. Purely cosmetics to "wow" the customer.
Then in the 1970's we have the fight for maximum jewel count, with superfluous cap jewels everywhere.