@pocket-rocket if people buy them because it is cool or a...

@pocket-rocket if people buy them because it is cool or a gimmick for them, then this is a very small percentage of the market who can afford to do this.  The average household in Australia and globally can hardly afford to spend $60 - $120 on a lightbulb so they can be cool.  Which is the point I am trying to make, there needs to be a really solid argument that I will save more money on energy bills than it cost to buy the bulb and within the life span of the bulb. I would hope BUD's CFO did his maths on this before spending a large chunk of change on a potentially gimmick product with huge debts and is cashflow negative.  IMO