A bright light is generally a useless light unless it has a good beam pattern and generally that cheap stuff is more of a crappy flashlight than anything. Give me some actually good lights from a known quantity and quality. If I am riding in super cold conditions I will probably want some sort of thick Neoprene or similar sleeve to insulate the light or the battery (if separate).

I want a light that has a good beam pattern, has excellent support behind them. I can get tons of cheap useless lights but why waste the money when I can have something that will last a long time and have support behind it in case I need it.