I agree. The specs on the packaging don't sound exciting. But, I saw the teardown on candlepowerforums a month ago. It stood out to me the way the diodes face forward. I thought would be better than putting a Cree A19 in a reflector (and less uncomfortable removing the diffusion globe, exposing shock risks.).The bright sticks look very interesting
Then @BOBBY_G mentioned them. So, I picked up a 3-pack of 10w (60w equiv) for $10. The Cree omnidirectional A19 works very well. But, this $3.50 10w bulb (with the plastic cap removed) produces 22% more light in a reflector. It's much more amenable to using it without a reflector, which is what we see many new, low-budget CFL growers doing.
The 16w (100w equiv) is selling right now for $5 each at Sam's Club. If someone's not a member they can buy them for $8 each using this guest pass. (You register, then deselect the $45 membership fee at checkout, when buying the bulbs. It's kind of predatory. You have to look further down the page to see the option to remove the membership from the shopping cart.).
For the price, these look like "CFL killers." The usual objection to LED bulbs is that you have to spend $10-$20 on a Cree bulb. But, $3-$8 is in CFL territory. And then, the way these are semi-directional out of the box, people who hang CFLs in mid-air (unreflected), they'd probably need half the bulbs.