I work in the sport-compact performance aftermarket industry and have seen these lights. And, being a gadget enthusiast, made it my business to check them out "thoroughly." As you can probably guess, they're utter crap. My store's cost on these things is $14/pair and they list for $99/pair. That name "Splitz" is probably a knockoff of better-known "Catz," which is also a crappy product.
HOWEVER. In the heavy equipment/tractor magazines, LED driving lights are increasing in popularity. They probably don't have the output of a 55W incandescent (yet), but the build quality and level of engineering should be good. I don't expect them to be cheap though. If you Google "tractor led lights" or something you'll probably find what you're looking for.
EDIT: This is the exact product I was thinking of:
http://store.yahoo.com/jwspeaker/ovalworklight.html