At first this technology is not as new as the text claim - GE is selling them here about a year in the 230V R7s halogen format, OSRAM for more then 3 years in the 12V capsule and MR format under the name "IRC", Philips uses it in their integrated ballast + 12V capsule (allready long time featured somewhere on the LG), all having efficiency gain at about 30% with about 3000hours lifetime, so easy modification might bring their efficacy further (about 15%) up with still acceptable 1500hours lifetime (on 12V versions it is very easy by using modified ballast - using ~14..15V iso 12V and bulb with one step lower nominal wattage).
At second, the coating filter out some part of visible spectrum, so the light quality (one of mostly used arguments in favor of incandescents) suffer(the CRI is not 100) anymore, i bet fluorescents would be the same (assume high CRI models, for sure not those used in CFL).
At third incandescents are efficacy wise the worst source for dimming applications - second mostly used arguments for incandescents. Best are LED's (efficacy slightly rise and lifetime steeply prolong when dimmed, due to lower operating temperature, but their color quality or efficacy are not as good), second best flourescents (you have to keep filaments on constant operating temperature, what consume power correlated to rated and not operating wattage, life is quite independent on dimming, assume well designed ballast), then HID's (color shift, limitted range, shortened lifetime, lower efficacy) and only then incandescents (the efficacy goes steeply down, large color shift) What is missing are fluorescent ballast dimmable via "regular" dimmer-switch (the simplest house wiring)
The thrid argument used in favor of incandescents - frequent switching - was allready solved quite some time ago by programmed start ballast designs with voltage mode heater supply, available even in CFL format (OSRAM "Facility" line). Using such ballasts with low oerating temperature lamps would eliminate even the full brightness runup time - but this excludes CFL format.
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