Some battery manufacturers tout their "cranking amps" but not the "cold cranking amps". The CA is measured at 32°F instead of 0°F like CCA is. To the uneducated masses who just simply buy the battery with the biggest number on it, this can help sell mediocre quality batteries.
Interstate (who now owns Optima) usually advertises both the CA and CCA ratings on their batteries.
Batteries have two fundamental qualities...Cold Cranking Amps, and Reserve Capacity. Whenever the CCA is increased, the RC is usually decreased, because the plates are thinner. Finding the best balance of CCA and RC is going to buy you the best battery.