These look slightly better, at least there is a heat sink and they are almost 1W each, but again that is the whole marketing thing. They claim the lamp with 78 chips is 50W...that's 0.64W each, but they are SMD and it looks like a metal-core board with heat sinking, hmmm...
Back to you screen size, 10 x 10 is 100 sq in, are you feeding 8 cubes/day?
The coverage might be an issue, this is where there is a disparity between light form factor and screen form factor. Most floodlight-style lamps are good for a limited area, usually something like 6x6 is about the limit for effective coverage because of lenses and such, this lamp doesn't have that so it might be better, but you are still likely to get a round distribution on a square screen, so you will probably have less growth around the corners.
Overall these are probably better than the other ones you've posted links to, but I would probably anticipate that they aren't quite as good as an ideal fixture. The other unknown is the power rating of 50W, and is it actually 50W max draw. I would guess no.
Either way, if you don't feed 8 cubes/day then your screen will be oversized, but capacity-limited by the lighting (if the lighting is lower than advertised) so this might be fine.
For instance, if the lights are half of what they say, but you only feed 4 cubes/day, then you're fine.
If you feed heavy (8 cubes/day or a very large tank) then these lights very well may not cut it. But then, just get a few more, 2 on each side.
The other unknown is the intensity factor, lower-power SMD LEDs vs 3W chips. The 3W chips will have more punch, the SMDs are less focused light sources by nature.
