It's worse than that solar King, as some companies are actually using the annualised average returns to give them their percentage figures, which then include all the assumptions about RPI and fuel cost rises.
IMO it would only be OK to use annualised average figures is you were using NPV methodology, not doing this is IMO a dishonest way of supplying the figures unless you're really up front about how you've calculated them, which none of these companies generally are. It's how companies can get away with still charging over the odds, while claiming 10% returns.
We prefer a happy medium, that our customers can easily and simply understand... ie pay £8,000, get £800 back in year one, and that would be a 10% return on investment.
If you're going to get as complex as NPV, then really IMO you probably need to have your workings verified by a qualified financial advisor, and realistically you ought to also be able to incorporate into those figures factors such as the tax benefits from the none income taxable status of FIT's etc. Personally, I'm happy that our method is simple, and easy to understand, with no danger of sounding like some sort of dodgy financial advisor when trying to explain the methodology used - even when with NPV you're actually trying to present a more honest picture for your customer.