They claim 101,000 lux, not lumens. Lux is light per square meter (roughly), lumens is total light output. The closer you get to the source, the higher the lux will be, so it's hard to compare lux equally. Based on their 230W power draw and typical COB efficiency, I'd guess it's 20,000-35,000 lumens.

Tldr, we're brighter, fanless, have adjustable color temperature, smart home compatible, and more aesthetic.