Do not confuse with LED strips. They are mainly polyfiber optics with a high dispersion coating in different colors. As such, it's nowhere near as bright as an LED strip, but works well in dark places. It's easier to control than an LED strip, and if you're familiar with DIY techniques, you could probably replace the "original" LED with a much brighter one to increase the overall brightness. The electronic hum is quite annoying but can be mitigated a bit with some kind of foam bag. Or, if you don't care about flashing patterns and just want to be on all the time, you can bypass the control board and go straight from the batteries to the source LED and stop buzzing. I wouldn't say they're $20, but there's not much better without going straight to an actual LED strip.
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