I look's like there are 400 pieces of regular 5mm LED's driven by 20mA each. Such high bias lead to quite rapid lumen depression, so after a year not much light anymore...
I really dont see LED's being suitable for much other than Signals and Flashlights,they Simply Cant Compete with HID Lamps...and those LED Flouro Retrofits dont tickle my Fancy Either.
I concur with Medved, it looks like made with regular 5mm LEDs, a very bad idea for this application as efficiency, reliability and maintenance will be poor for sure!