I read an explanation long ago in the Paul Buff literature that indicated that the model numbering system that was used on the White Lightning monolight flash units reflected the idea that compared to a power pack, cable, and head units, the actual light output of the Buff units was about the same.
For example, the Ultra 1200 has an energy storage capacity of about 600 joules but produced about the same amount of light as a 1200 joule power pack, cable, and head unit. The reason for this is that the distance from the capacitors to the terminals of the flash tubes is very short on a monolight. It’s much greater on a power pack and cable system. In fact, on those older systems, power reductions was often accomplished by adding another length of pack-to-head cable.
But the Novatron is a power pack, cable, and head unit, so labeling it as 240 joule doesn’t seem reasonable, based on the information given.