No kidding, I tested the bulbs when I got them prior on installing them. Double sun-glasses on the bench is the way to go. Yep it'll give you instant headache looking into these LEDs with naked eyes.
A few note, Cree XB-D (even the super bright true 5W XT-E) LED runs way cooler than 1st gen super bright white LED.
I have a feeling, cause I involve with injection-molidng, die-cast etc a lot, the one I have was casted using the older tooling since they already pay for the tool to cast the heatsink aluminum housing. With lower power, high efficiency LED, you don;t need a huge heatsink like it used to. Soon smaller LED bulb housing with integrated regulator will become the norm making these bulbs same foot print as the incandescent bulb, to then point incandescent bulbs will pass into history in automobile industry.
right now each XB-D LED produce 140lumen/W (unheard of just 1 year ago) making 9-12W LEDs producing the same (or more) light as 55W incandescent.