Just saw an advert for a new Philips bulb, Philips xtreme vision. It is supposed to be 100% brighter than the ordinary bulb. The earlier, Philips Xtreme Power provided 90 % more light. Does any one have more information?

There is even a youtube video (with sunflowers etc).
Is this the last legal upgrade that we are going to see in Halogen bulbs, I wonder! Is it posiible to go further than 100% legally?