That's the L-prize winner for the 60-watt equivalent category. IIRC by accepting the prize Phillips had to agree to a reduction in MSRP down to something like $8/pop within 3 years (or was it 5?) of initial release. They've only been out there for a couple of months, so don't hold your breath, but by the time half your twisty CFLs burn out they'll be affordable.
To meet lifespan spec it needs to maintain greater than 70% of initial brightness at 25,000 hours, and the mean time between failure has to be greater than 25,000 hours when operated in an ambient environment of 45C/113F, and this was verified in testing by the US DOE (testing paid for by the manufacturer.) This isn't a bottom of the line $1 twisty CFL, but I'm sure there are still some dedicated folks out there who can blow them up.
At 90 lumens/watt it's more efficient than any CFL, (including pin-base CFLs designed for ballasted fixtures) and about 2x the efficiency of typical edison-base CFLs.