Okay, I've done a little deeper research on this floodlight, specifically on the bulb which is what matters.
First off - 105 lumens per watt. My T5HO lamps do 92 lumens per watt. I already get damned good results with my T5HO lamps.
Secondly - 6500K color temp. Great for vegging. Also helps give more of an idea of the spectrum balance. More blue oriented.
Third - lumens don't simply 'add up' the way people think they do, so the brighter the bulb the better. Three of these at 100w would kick the crap out of ten 30w CFLs pulling 300w.
Fourth - effective growing range given power considerations. The 10,500 lux at the bulb, compared to my T5HO 5,000 lux at the bulb, means much further effective lighting distance, and thus better canopy penetration. With that reflector, that's a very nice amount of light. That could do well for three small compact plants, or really kick some butt for a scrog.
Hands down I wish I had that light just to test. It looks like it would compete pretty hardcore against my T5HO arrays.