I've just fitted (like, yesterday) TLC's new GU10 LEDs to my kitchen to replace 12V equivalents (I cable with burnt insulation, one partially melted transformer found - running cooler lights will be a lot safer).
I've used a mix of V7s in 'daylight' (£13 +VAT) and V5s in Warm white (£8.75 plus VAT). The V7 is 4.3W and claims to be 283lumens. the V5 3.7w 190 lumen. The claim is V5's WW to replace 30w halogen (hence that 190 lumen claim) and V7DW 40W halogen.
The old halogens were a mix of colour temperature and despite all being 35w some were brighter than others (a few replacements over the years). I thought we were running 35W bulbs but it seems they were actually 20w's
the V5's are *very* yellow/warm. We've put them over the eating area and I think it's going to work well but I'd not put them everywhere. I'd say they're noticably dimmer that the 20w's they replaced but bright enough. The v7's are definitely significantly brighter than the 20s. TLC now do 3 temperatures with one between the warm and daylight. I'd go for that in future (in fact I thought it was what i ordered but the boxes only have two tickboxes and these are shown as daylight and I'm not going to send them back now).
Overally, seem well made. Look good but it seems you still have to take their ratings with a bit of a pinch of salt. At the price TLC are charging they're good value and I the payback time is reasonably short.