For £17.99 in Clas Ohlson I picked up on 2011-01-02 a 7W "north light" with a bayonet (B22) fitting, labelled as 7W (40W equivalent) 470lm warm white (2700K), and with a 'standard' bulb shape (like the TESS/EQ60s previously reviewed), stock item 18-2314, for test.

The packaging claims a life of 15 years (15,000 hours) at 2.7 hours use per day.

Confusingly, part of the packaging states 100--240V 50Hz and elsewhere 220--240V; I assume that the latter is correct though it makes no difference for my purposes.

There are other fittings and styles and wattages now available at Clas Ohlson, such as an ES (screw) base version of this lamp, but also SES (small screw) golf-ball and candle style lamps up to 2W, so there is a decent range available. None of them were displayed powered up, and surely people are going to be reluctant to punt nearly £20 on a new technology without even being able to see what it looks like lit?

For my initial test I substituted this 7W lamp for a very-slow-to-start and insipid 9W CFL (CFLs of higher rating tend to be too big for the fitting) in our hallway which is only on for short intervals and for which instant-on is very handy, so the current CFL was not doing very well at all.

Thirdly, this lamp seems noticeably brighter than the 9W CFL even when the latter has had a while to warm up.

On the strength of the performance of this lamp, we bought a screw (ES/ES27) version of this bulb (SKU 36-4241, 7W, 470lm, Ra 85, "warm white"/2700K, £17.99) to replace an expired 12W Philips "New Softone" CFL 2011-09-16 in the kitchen. And 2011-10-15 one to replace a 20W CFL in the bathroom, where its instant-on behaviour is valuable (it's rarely on for long); though as it's noticeably dimmer than the CFL after warm-up it was in time swapped out for the brighter LEDON 10W.

Note that reviewer LD, see below, found both this and another LED lamp reviewed at the same time, far too dim and didn't like the light colour, but on reflection this seems to be as much about expectations as the lamps!

Full text of LD review (alongside an IstoriaLED candle):

Having changed the light bulbs without telling anyone in the house.... the intial reaction was 'oh I've been waiting for the bulb to 'warm up', I just thought it was being slow', this was said after the light had been on for half an hour! We had the bulb in our family room and we needed a second standing lamp on to provide us with the feeling that there was enough light to read/eat etc. The real issue was with the colour of the light, because it wasn't the warm yellow that we are used to. Even after 3 weeks with the bulb in the room, we still were unable to get used to the colour of the light.
A second bulb was tested in my bedside lamp and again I found that the light level was insufficient to read by.
All this said, I have not been put off using LEDs in my house, I will just search for warmer light rather than the cool white light and perhaps look for something which has slightly higher light levels for my bedside lamp.