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According to Peter Gransee, part of the increase in brightness is due to a higher drive level. Part is due to a higher-efficiency LED.
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As to be expected. I remember during the green laser pointer (DPSS) run a few years ago you could find one with a really efficient MCA that would kick 5mW at 140 mA or so. These were golden as they could do well over 50 mW without even taxing the pump diode.
I suppose the LS's are the same way. Get one that gets really bright at lower drive and take it out a few hundred mA over the original design and you have a monster on your hands. Well, maybe not.
Just like the DPSS scenario, even the typical (265 mA @5mW green) ones could still push into the 35+ mW range but you had to be careful as you were 1) driving the pump very hard and 2) risking bond damage to the MCA since it was taking much more heat.
So, if a "typical" LS is driven even a little harder than 4x levels, I'm sure it could cross into 40 to 50 lumen territory. Killer on batts and unsure of total life, but when the warranty is void, that's what you get!
Cheers!