By only reducing emissions during testing, they can demonstrate better engine power and fuel efficiency while also claiming to meet the emissions requirements.
This really pisses me off. It doesn't surprise me I guess but it never occurred to me that a car manufacturer could get away with something like this for, apparently, 6 model years.
The most fuel-efficient / eco ride is rather "boring" by the standards of car enthusiasts and reviewers and I guess the cars wouldn't be configured for that mode by default.
(Just a guess though.)
That said, cheating like this is really bad on a very large scale, and should probably face fines and maybe criminal charges, unfortunately discovery is likely to fall outside U.S. juristiction so it would be hard to prove enough to bring criminal charges against the appropriate managers and executives.