"High Current"

I listen with my ears, and I dont really often care about the mathmatical conclusions but I have a friend who argued with me that Current cannot increase without wattage increasing as a result. I understand the simple formula is Voltage x Current = Wattage or something to that effect, it's been awhile since I openned a book.

How then can an amplifier from say a company like SimAudio which has a nortriously high current intergrated in the i-5 be only rated at 70 watts per channel?

Is it the differences which the current, voltage and wattage measured that makes the overall impact or can you really have an Ultra High current amp at a very modest Wattage output?