Consumers are stubborn and hard to please. People tend to like things which they can discern as familiar. We are all creatures of habit and preference. That is why the announcement that Royal Philips Electronics has unveiled the 12 watt EnduraLED light bulb, the first LED replacement for the common 60 watt incandescent bulb, carries layered significance. In addition to delivering 80 percent energy savings, Philips has focused on creating a bulb that delivers the same soft, white light that consumers are used to.