Don't like flat LED lightbulbs? No problem, says Philips!

What was special about it was that the flat shape - providing ample surface area to each individual LED to dissipate heat - allowed Philips' engineers to do without the heavy heatsink that could be found on pretty much all LED bulbs up to that point. This greatly reduced the cost and weight of the bulb, allowing it to go on sale for less than $10 (even less in many places where utilities offer rebates for energy efficient lighting).