https://en.wikipedia.org/wiki/Muntzing
There seem to be two dominant pop commercial successes, those where brand means everything and cost is increased well beyond any utility to signal wealth, and brand AND reliability mean nothing (because like your mattress it'll be a few years later anyway) which is just a race to the bottom.
The facilities guys at my former employer were very excited about it as they did an LED pilot previously that didnt go well.
[1] https://lightaware.org/2018/01/led-lighting-may-be-contribut...
My main ceiling light is a now-discontinued remote phosphor 10W bulb, where the LED chip is covered by a loose plastic dome that is infused with the phosphor. The scattering gives a really wide and even light cone to partially illuminate the ceiling for extra diffusion. IIRC it was rated 20k hours probably due to the PSU, though I operate it uncontained for best (passive) cooling (and because I don't look at the socket it's hanging from anyways, lest I get an afterimage of the dome on my retina from staring at the lamp, so the non-fancy fixture doesn't bother me).
The PSU I got for some ultra-warn-white (iirc 1900K) strip (5m of 20W/m 24V PWM-able) from them (a knob on it does PWM dimming (iirc) just past the audible range)) was like 80 or 90 bucks, on top of the iirc ~110 bucks for the strip itself.
Given they don't seem to sell in normal retail stores, I'm not worried about brand inflation/"paying for the name", given their marketing is focused on spectrum measurements and color performance with the listed prices being "affordable" (1$/W @ 20ct/kWh means it costs as much to buy as the next 5000 hours of runtime will cost in electricity; I take "twice as much total operating cost than with literally free/gifted bulbs" as "affordable").
> It be great to have efficient incandescent light and put the failed promises of LED longevity behind us.
In my experience, the main failure mode of LED bulbs is the power supply -- they engineer every penny out of them even at the cost of reliability. Second, nearly all bulbs are dimmable, which complicates the power supply, because customers faced with dimmable vs non-dimmable will pick the dimmable one.
Another factor is if you read those claims about 20 year lifetimes and such, often there is a footnote saying something like "assuming it is on for 3 hours a day or less".
Finally, you are assuming that this new technology won't suffer the same fate as the LED bulbs. If they take off, they will be cost reduced at the expense of longevity. I saw the same thing happen in the era of floppy disks -- over time the price was reduced by a factor of 20 but reliability went down in parallel.