this is the only led bulb that is bright, white and true color, doesn't overheat, lasts decades, isn't cheap junk, yes it's overpriced, delivers 180 degree true light, not a light cone like all the other led bulbs, and it doesn't look stupid. the extra heat sink material keeps the bulb cool, all in all a great bulb that continues to increase in demand even though the price continues to go up. wonder why? because it's a good bulb. all i ask is that all of you stop buying it so the cost can come back down so i can buy more of them.