Was going to edit my post above to add some things, but the edit feature has disappeared for that post.
Looking at the ebay listings for the bulbs in question, one says it's 40w and the other says it's 24w. So it seems they are not really following a "equivalent wattage" rating like home lighting has been using for CFL and LED lighting. The 40w one claims to be a lot brighter than the H4 in terms of lumens.
Interesting to see that H4 halogen bulbs are not allowed in U.S. cars. The bulbs U.S. cars use can meet H4 spec, but they have to also meet a higher spec called 9003/HB2. So that's why you can find replacement bulbs marked "H4" for cars in the parts store, but they also must be 9003 and/or HB2. Motorcycles can use H4, apparently.
candlepowerinc.com/pdfs/H4_9003.pdf