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> no one is paying $1000+ for some bright bulbs

That $30k Coelux thing they mention is quite a bit more than “some bright bulbs”. Their lighting casts sharp shadows. If you look into it, you see a bright sky with an image of the sun (https://www.cepro.com/news/coelux_the_40000_fake_skylight_ev...)

I think rich people will easily pay that for such a thing.

Those sub $1000 options from daylite don't look very bright, despite the reviews they have very few images that show what they look like in a room and the ones they do have look like a regular LED panel stuck on the wall. I doubt this comes anywhere close to simulating real daylight. It looks like they're just supposed to be a fake window that gives off a little light. Maybe their fake skylights are better, I can't find anything other than a single image. Not even an option to buy one.

One of the products that day-lite.com sells "was $949" so it's almost true. :)