Hoping to get mine soon!
They are using reflectors, this gives higher light refraction providing optimal output from each LED.
"Special coated high-performance LED-reflectors with a reflection factor of 99 % carry the light also into the depth, no useless divergence losses of the light to the sides. Additionally the light is reflected slighty diffuse which produces a homogenous and natural light impression, this is very important when several LED colors are mixed."
http://www.aquariumcomputer.com/Sys...dant_lamp_Mitras/led-pendant_lamp_mitras.html