http://stream.wsj.com/story/latest-headlines/SS-2-63399/SS-2-209424/
It appears to be a replacement for venerable tube fluorescents.
Long term, this has potential for more significant energy savings than CFLs or residential LEDs. Most commercial & industrial lighting uses tube fluorescents because they are by far the most efficient. Commercial & industrial lighting represents 8-9% of total energy use. Supposedly, these cost less and are twice as efficient.