JiminDenver,
Right on. I have a number of recessed ceiling LED lamps that were originally 11 watt 120vac that I converted to 30 watt. 36-volt chips. I demand to drive all LEDs at maximum recommended ma. The 30 watt conversion on the other hand demands augmentation of cooling even though the deeply finned housing weighs in excess of three pounds. These are now for powering by 12 volts DC. They are for an alternative energy home not an RV because of their clumsy and heavy design.
What did I do about the heat? An 80 mm muffin fan pulls air through a booster and ventilates the aluminum heatsink of the lamp. If I had to guess, the lamps develop roughly the same lighting as an incandescent 150 watt bulb. But at 5K color temperature.
Mexican consumers hate anything lower than 5K. "We lived with velas (candles) and lamparas de peroleo (kerosene lanterns) long enough". Mexican incandescent bulbs glow at a lower temperature than their USA counterparts used to.
When I explained expensive flickering candle light LEDs to them they howled with delight. CFLs are delicate. Mexican electricity eats them like peanuts.