They've developed a photonic crystal [1] which reflects IR while passing visible light. That should be useful. Using it to to try to reflect IR back to the filament of an incandescent bulb is probably not going to be cost-effective. Photonic crystals have detailed structure like an IC, with waveguides and cavities, and are made by similar methods. That's a lot to make just to get an IR mirror for a light bulb, since you'd need a large surface area of the material. Probably more expensive than fabbing LEDs.
This sounds like an interesting development overhyped by the PR staff. Again. See [2].
[1] http://ab-initio.mit.edu/photons/ [2] https://news.ycombinator.com/item?id=10916894