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those are not 9011 nor 9012 bulbs. They don't have much about them, but I'd hazard a simple change in filament material properties could net same light output for slightly less wattage, but at a decrease in bulb life. They are a bulb company, they sell bulbs. They will do what is needed to make money, even if that means not telling the whole truth.
There have been plenty of tests using volt/amp meters in conjunction with light meters showing that the HIR bulbs do as them claim: same or similar wattage with higher lumen output. Life expectancy? No one I know has done an extensive test, but personal testimony says they last just as long as a standard halogen.
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