Ok, back with some data.
I ordered some CR2032s from elv.de (some generally decent online german store, one of the bigger ones) and boy that was a surprise. They had their own brand of CR2032 and I said "why not", generally speaking "store brands" tend to be the best from the cheap bunch. Boy, that was a surprise (if I would be Dave you'll have another video rant).
They advertise them as something like "high energy, capacity tested, production supervised, low self-discharge" and a bunch of other certifications and crap. Guess what, they expire in 2015! I already knew from some more shop runs I've had that the expiration date is a good indication of the quality but really 2015 for some cells that are supposed to last 10 years under load (many watches can do at that, and even more than 10 years)! Arghhh. What are they doing, are they getting the crappiest 2032 they can get by the kilo and drop them in their own printed blisters?
I also got some GP and of course they last about 10 years as per their label (like all decent ones). The second and somehow pleasant but irrelevant surprise come from the fact that I also had some "dollar store" equivalent cells (don't know which one, the cardboard is black, it might be tedi.de) and they test significantly higher than the GPs! Albeit for a rather high (and possibly irrelevant) load of 133 ohms (is still some hours per battery, I'm not willing to do 200-1000h or even months or years tests). Here are the results and also the diagram (for the keen eye a nice problem to solve is where is that notch in the graph coming from, on all 3 batteries).
Here are the results
ELV
Ah to 1.95V: 0.01144
Ah to 0.94V: 0.05757
GP
Ah to 1.95V: 0.01851
Ah to 0.94V: 0.06083
noname/discounter
Ah to 1.95V: 0.02765
Ah to 0.94V: 0.08806