They call their product Heatballs. By marketing incandescent light bulbs as heaters, this German company is able to circumvent the European ban on inefficient light bulbs. The website states that the Heatball is the "best invention since the light bulb. Heatballs are technically similar to incandescent light bulbs, but they are intended for heating rather than lighting." In spite of exploiting a legislative loophole to sell energy inefficient light bulbs, the company does seem to have at least a marginal interest in the environment; Heatball donates 0.30 euros from every "heater" purchase to projects for the protection of the rain forest.
It's an interesting move against a decision celebrated as helping to save enough electricity to power a small country. Judging by the lines of people trying to get the last of the 100-watt incandescent light bulbs, Heatballs should sell pretty well.
It remains to be seen if this is something that will be accounted for in future modifications to our own EPACT lighting legislation, or if we too will have mini heaters for sale in place of incandescent light bulbs when they are banned in the next couple years. It seems like something the government wouldn't want to allow, but who knows if it is serious enough an issue to warrant legislative resources.