For the lighting geeks in the audience:
20 watts @ 80 lumens per watt = 1600 lumens. Lifetime of 12,000 hours. Fits in a standard MR-16 socket (but requires a HID ballast). It should be capable of being retrofitted into existing HID fixtures.
By comparison, the current industry standard is 675 lumens @ 13 watts.
Sounds almost too good to be true.