interesting... what kind of halogen does he compare it to? an MR16 will appear brighter than an MR11, and better brands will appear brighter still, and higher efficiency brands higher still... there is no debating the bulb life, obviously. at over $300 USD for the 10W version (that is claimed to provide 30W worth of halogen light), it is still tough to compete on a cost basis with a 20W high efficiency MR16 halogen overvolted... should be able to get around 50W of "halogen light", a few hundred hours of bulb life, and at minimal cost (<$50 plus < $10 per bulb). At $450 USD for the 10W system, the comparison should be to professionally manufactured 10W HID systems. now, if he wants to post plans on how to DIY (no CMC or optics lab required) the 30W equivalent LED system for <$100, i'll be interested