Once again I have experienced excellent service and value from SimplyLED, however the product has, once again, been disappointing. This time I was sufficiently disappointed that I returned the GU10's that I had ordered. In the early days of LED technology, colour temperatures in the warm white (2700k) area were difficult to emulate. The target of course being the warm white of an incandescent. Back in 2012 'warm white' LED's gave an uncomfortable yellow cast but since the alternative was a clinical, cold blue white, then yellow was a marginal improvement. I hoped by now that colour temperatures were universally improved but it seems not. The Osram GU10's recently supplied have the same acidic yellow cast to them. For a true warm white check out Ovia lamps.