Francois,
The 10X has 2 lamps, in a larger reflector (overall) that puts out a little more than 500 lumens, a little more than the M6 HOLA does. And in a wider beam. So it doesn't surprise me a bit that the picture of the 10X looks brighter overall because of more dispersed light and a little more lumens...
And from my own uses, the M6 does outthrow the 10X (barely) because of a smaller, more focused hotspot...