There is a difference between real power and equivalent power.
The 100w Led flood I saw on that site is real power, yielding 14,000 lumens. That is roughly a 250w metal halide bulb.
That is high power lighting in my book. It would be painful if you accidentally glanced at it.
If you want something equivelent of a 100 watt incandescent or halogen flood light, I'd be looking at 20 watts plus or minus, of LED. Might split it in two fixtures depending on the area you are trying to cover.