From Alarms and Lightbulbs (note bulk pricing; I bought 1-off at ~£9 Jan 2012) this 3W 340lm 24-SMD chip GU10 lamp is nice and bright (not far off the 7W ~355lm Aurora V3s by eye) and does provide a slightly more spread and less-point-source beam, with a decent colour.

120° beam angle, claims to be brighter than a 50W halogen, 220--240V.

I'd be slightly concerned about the SMDs getting covered with grot or even presenting a slight extra shock risk or moisture ingress route, but that may be overthinking the plumbing. The lack of branding would concern me in terms of expected life, but the lamp is pretty good for the price if that is no issue.