I have just bought a couple of Megaman GU10 11W cold-cathode lamps to replace half of the 50W tungsten lamps I had in my kitchen.
The ones I have are here:
http://www.megaman.cc/global/products/product.php?sid=4First impressions in the real world is that they are not quite as bright as the conventional lamps, possibly because the light they produce is more diffused than the tungsten versions. But for my situation, they are bright enough. The 11W versions are claimed to be equivalent to 50W - I don't know about that, but they are certainly bright! The package suggests the ones I have are warm white. Interestingly, one of them looks a bit warmer than the other, but neither produce as warm a light as the tungstens - they look a bit blue/lilac. They are a bit slow to warm up - next to useless for 20 seconds or so and reaching full brightness after about a minute.
I personally don't think they are quite good enough to do a complete replacement for the tungsten lamps because of the warm up time and the colour they burn at. But two of these will reduce the energy need for my kitchen lights from 200W (200W!) to 122W so I am happy to have them replacing the lamps that are doing area lighting, keeping the tungstens for lighting the cooker and the sink. They are available in my local lighting shop for £9.00 - on the net they can be found for less. They should last for years, and they look pretty good - only a little longer than the tungstens.
My advice to anyone looking at these things, whatever brand they are, would be to ask for a demonstration where you can do a direct comparison with the standard bulbs. And don't give up on them - they may not be brilliant right now, but next year the technology might have improved. You might think these are not a direct replacement for all your tungsten GU10s, but used alongside the conventional ones, they might be OK...