Colin, to your original question. I have seen these in action thru Aquanut. She uses two actually and these punch thru the depth of the tank. Since they are using a very narrow reflector/lens. I believe she got it from Barrier Reef. The problem with these, is that they are like spotlights, so you will need a few of these to cover a wider area. They are really plug and play, and if you dont have time to do DIY, this might be an alternative since you just buy it and use it.
Having said that, I just ordered a few 10w leds and drivers. And they are also very powerful and cheaper alternative but you have to do it and wait for the 2 week delivery from Hong Kong.
So like Senji said, there are also ready mades like the PAR38s that you can buy. You should ask mojoreef for the price about these lights. I have seen them in action, and the par is way up there. Actually is a little scary because you have to be careful not to burn your corals with these. Also I have the chance to disect these lights to compare it with my DIY cree leds.... and they are the same HP CREE emitters too, except for some 420nm ones.
Hope this helps.