To be fair, Cree was always on the bleeding edge of efficacy, first to hit the 100lm/W mark, etc., but new flip-chip designs, while more efficient, also give rise to nasty angular tint-shift, the dreaded “Cree rainbow”. Also makes for some nasty fried-egg beams.
But most newbs just want ∼BRIGHT!∼, quantity over quality.
Given the choice between a high-brightness Cree and a Nichia that’s only 2/3 the lemons, they’ll go for the Cree.
The unwashed masses have spoken…