Well it's certainly impressive for a 10mm... I've seen them up to 1W though, that is a 0.3W.
The 10mm case has little ability to dissipate heat. Even at 100mA it's probably going to have a really hot die which is inefficient and degrades in a lot fewer hours than it should.
Also the focus is pretty wide and the typical reflector won't be able to tighten it.
That's why the Cree/SSC/Luxeon/etc stuff was created. Much better design. Not very expensive either.