What in the ever loving **** is this world coming to? I just went to Publix to get a 100W lightbulb, but unfortunately all they had was this: It's marketed as a 100W replacement bulb that only uses 72W, but when you read the fine print it has the same light output as a 72W bulb. So basically they just took a regular 72W incandescent bulb and stuck a 100W label on it. WTF. After some googling I discovered that I've been living under a rock and there are new regulations mandating 28% energy savings. Apparently this was accomplished with some simple labeling trickery. So I guess I just need to find a 139W replacement bulb that is really just a re-labeled 100W bulb.