I have a KeyMate on my keychain and it's extremely bright for it's size (I can see objects fairly well at 30ft away in my living room). I've gotten one for my fiance, mom, bro-in-law, sis-in-law, and mom-in-law and they all love it. Both my fiance and I are hard on the KeyMates we have and throw them around everywhere. Mine's is a bit scratched up on the outside finish, but all minor surface scratches and nothing taking off the finish.
I've since changed out the LED to a Nichia CS making it even brighter, close to the brightness of the 0.5W Nuwai lights. The latest models use 4x LR44 batteries. You can also use SR44 batteries which have more capacity. The batteries are fairly cheap and you can get them online for about 20-25cents.
I personally love the KeyMate for it's great combination of design (love the looks), size (no prob in my pockets), output, and runtime. Batteries aren't as common, but it's smaller than my Nuwai TM-310H with almost equal output with the Nichia CS and longer run time. I carry a primary light that's brighter with me, but the KeyMate is my backup that's always with me.
Edit: Lambda did modify the KeyMates with Lux1s, but he said it was quite difficult to do. He currently offers a SMJLED-modded version.