This appears to be a truly new technology that carries the name ESL, which stands for Electron Stimulated Luminescence. According to the manufacturer, ESL uses accelerated electrons to stimulate phosphor - creating light. The technology is suppose to provide the same light quality as incandescent bulbs, but is 70% more efficient. The ESL bulb also does not contain the mercury that has proved to be a disposal problem with compact flourescent bulbs. The downside is that the product does not go into full manufacturing until 2011, and will be manufactured in Europe. For more details on the product, click on the pic.