As lightbulbs move from disposable to durable they’re turning up in some unexpected places. The Switch75 LED from Switch Lighting is on display at the Consumer Electronics Show in Las Vegas this week, alongside other products that were awarded the show’s best innovation honor. And for the first time CES is hosting a panel discussion on lighting today, with the focus on light-emitting diodes.

GE, Philips, and Sylvania have long been giants in the lightbulb industry, but along comes Switch, claiming its LEDs are true incandescent replacements. “We’re located in Silicon Valley, the breeding ground for new technology,” says Linda Elmer, marketing manager for Switch. So the leap to lightbulbs isn’t so great once you consider that LEDs contain semi-conductor chips. But Elmer adds the main reason Switch can compete is its unique liquid-cooling technology, which she claims allows the LEDs to be used in any orientation without heat build-up or shortening the LED’s life. The company has developed LEDs to replace 40-, 60-, 75- and 100-watt bulbs, priced from $35 to $45.

The lightbulbs are available to commercial customers now, but you can’t buy them yet. That’s why we haven’t tested them. Elmer says they’ll be sold online to consumers starting mid-year and as production increases major retailers will begin selling them as well. Until then, there’s no reason to stay in the dark. See our latest Ratings of energy-saving CFLs, halogen bulbs, and LEDS.