Yes better quality parts as langham mentioned...
I have both lights, and I can tell you a couple of things:
The 9 cell pack is still only 12.6 volts at full charge. (stacking the cells in parallel for more capacity)
So the FF3 using 4 cells is higher voltage.
That said, this is not necessarily the reason for which light would be brighter or not.
About brightness, the main thing that will make a difference, is the bulb color temp.
I talked to one of the ebay sellers and asked them if they could provide 4300K replacement bulbs and also 4300K new lights, and that makes a huge different in brightness!
My ebay HID is brighter than my FF3, as it should be. And especially since the reflector is larger on the ebay HID. (better throw as well)
But yes the FF3 is such a finely made and assembled unit, and it seems brighter than you would think it should be.
I only have 4 different HID lights, but in comparison, it seems like the FF3 is more like a 55W light in comparison to the other lights that I have to compare it to. See here for beam shot comparisons:
http://www.candlepowerforums.com/vb...85W-Ebay-HID&p=3964916&viewfull=1#post3964916