Whilst looking for some LEDs for a chandelier for someone (they specifically wanted LED sadly...) I came across this product. Now, for some reason the page refreshed and the item was then gone off of the selection menu. What is interesting is that this is clearly a "Dubai lamp" (for those of you that don't know, they are special Philips lamps that are available in Dubai that underdrive the LEDs to achieve an even higher level of efficiency and lifetime than the crud we have in the rest of the world) in new, rest-of-the-world packaging... Note that it is the same wattage (well, 1w more) as a Dubai lamp and claims "Ultra efficient" which makes sense. Of course, we are getting bad LEDs at the moment that are overdriven for our "throw away" society, so companies will make more money selling lamps as the LEDs we use have a shorter lifespan. As an aside, BigClive has done a good informative video on these lamps.

I'd better stay quiet on this one 

Their not a direct copy of them as the actual Dubai lamp will probably be heavily copyrighted!, but they are LED filament lamps with more filament units in that the current standard ones.
The Dubai lamps run 2 watts with 8 filaments, whereas these are 4 watts with 8 filaments, still better efficiency though than the current ones.

So they can't sell this lamp for 45 years when everyone starts to use it. I don't think it will claim 45 years lifetime.