What's interesting is that the bulb seems to have a nice build quality (from the outside, I didn't open it) and is quite heavy. I suspect they are putting a BIG heatsink in there, as violet pump phosphors tend to degrade quickly.
The other thing that irks me about this product is the "zero blue" messaging. Yes, I can confirm the spectrum looks like what they are advertising, with a peak around 415nm, almost nothing between 440-490nm, and then all the rest of the colors from green to red.
But, green light is just as bad as blue for sleep! The ipRGCs are sensitive to both blue and green (up to around 600nm) This bulb has a lot of green, more than a lot of other light sources. It also has a very unpleasant greenish color (IMO) and low-ish CRI, around 78 on the bulb I tested.
Is it better than a normal 600lm bulb for sleep? Yes. Is it novel? Yes. Is it good in practice? I don't think so.