Performance is private labeling it. It was tested in Cycling Plus magazine a little while ago (Nitehawk) the claim in some of the sales copy is that it is as bright as a 10 watt halogen.
They tested it with a meter, it does put out equal light right in front of the bulb, but it falls off very fast and does not spread well.

It may well be bright for the size, and long lasting, but equal to a 10 watt halogen it is NOT !