Interesting tests
But your results are not surprising.
Of course, changing the zoom setting doesn't change the amount of light that is put out, but it changes the angle of distribution and that is changed again by the reflection and diffusion characteristics of the attachment, and yet again by the surroundings which play a huge part in the effectiveness of these things, including the walls of course which you haven't mentioned. In particular, the amount of light that goes directly forward is varied a lot, and the ratio of ceiling to direct light, and the quality of that component.
For example, I use a Lumiquest Quik Bounce (IMHO the best flash attachment by miles, similar to the 80/20 but not quite the same) and if you zoom the head back to 24mm it fills the reflector right to the edges and the direct fill-in component is slightly softer. More significantly, if you zoom out to 105mm, roughly a stop more light goes out of the top (and therefore a stop less out of the front) and this allows a useful degree of control with higher ceilings.
Tests of flash diffusers are almost always flawed because they don't consider the effect of different surrounding which is almost always the major player, and in your case you have not assessed the type and quality of the light falling on the subject, which is what matters, but only the amount of it.
And as you've discovered, there is not a linear relationship between exposure level and zoom head settings. They do not follow the inverse square law directly, or even closely, as you might perhaps assume, due to the inefficiency of the fairly crude fresnel lenses in the zoom head.
5D2, 17-40L, 50/1.8, 24-105L, 70-200L 4 IS, 580/270EX, Strato II/RF-602, Elinchroms