Denali has been hot in the ADV market for quit a while now and is well respected in that arena. Branching into the HD market they've only copied, as many others have, the daymaker footprint. They do however list the type and manufacturer of their diodes, very rare to see. Unfortunately everyone has only been copying the daymaker platform instead of being more innovative. Aside from the the size and type of the LED's and reflective/refractive materials used, they will all be similar. Most all are listed as 19w/19w or 19w/22w for the 7". Rule of thumb is up to 100 Lumin per watt, raw/usable, depending on the criteria listed above but most will be in the 80L per W area. If the Lamps platform remains the same, the throw, or distance and spread, will be based on the criteria as well and will remain similar through the manufacturers. Choose your poison.
Although I will change my lamp out when the price is reflective of the quality and output, I opted to change my passing lamps over to 60W/6000Lumen ea Led's. Other than for aesthetics I don't need the additional out put.