I own my LED lighting business and have been in the High Power LED Lighting sector for over 3 years now.
The trouble with LED lighting at the minute - is whenever something new is tweaked or invented - its put out straight to market and capitalised on - no 'real' product testing ever goes on theses days - the customers do the product testing.
Just by looking at the pictures another member has posted of the toasted bulbs - I know exactly whats happended and why its happended. A standard unit using 'cheap grade' 5050 LED Chips has been packed & overpowered (to acheive the high brightness claimed) with no consideration of heatsinking, to compensate the excess heat generated. I see things like this regularly.
XE was proberbly told the claims he made, from the Chinese manufacturers - he bought a sample stuck them in his car - thought 'these are ace !' and purchased some to resell and make some money.
If your going to spend £55.00 of your hard earned cash on stuff like these - do a bit of reseach first.
If you read the threads carefully, you will see people posting to ask about questions on wattage, resistors included in the package and other technical questions that he did not answer when the LED's were being discussed. Others have noted this and avoided them. When discussing heatsinks to dissapate the heat, cabling, hotspots and all the other items to make sure 5W of power was used without superheating the small T10 wedge package, this was simply dismissed with NO explanation.
From that point, the questions not being answered, and the general attitude of the seller, should have been enough for people to realise that these were not the real deal.
Even when people like myself, H8T WP, Mauro and others discussed other options, they were all dismissed by the majority.
Sometimes the gift of the gab, rather than understanding the product is what makes it more successful.