www.cree.com/ocf < this is their latest marketing, touting lumens per area as a measurement that they term OCF, or optical control factor. However, the area isn't the area of the die, it is the area of the entire package.
I'd be curious to see the whitewall beam quality compared to round domed LEDs. Hopefully in real world, the tradeoffs would be negligible. You can see the flats that allow for more side distribution, and since the light angle is fairly close to normal from any point on the emitting area, I wouldn't guess there'd be too much more losses than with a full dome.
Still, it would be interesting to see how they play with our optics designed for XP domed LEDs