between those two, you're really splitting hairs.

The thing to remember is that, and the fine print verifies this, they are comparing their brand new bulbs to the bulbs they are replacing. They even state that over the typical lifespan of a bulb, you loose at least 20% of the light output. So they are comparing a 100% bulb to an old, 80% bulb. And that also doesn't account for the +/-15% error that is allowed on those specs. And since they aren't stating that, the specific bulb in that package is brighter by "X"%, they can use a bulb that is +15% and compare it to that old, worn out 80% bulb. So by all rights, the marketing claims are really based on a bulb at 115% of spec, versus an old, worn out bulb that is at best at 80%.
So take the labeling with a grain of salt.

As for those two bulbs in particular. I have used the "ultravision" before. I was satisfied with it, but I again, was comparing it to a bulb that was at least 5 years old, and the other was burnt out totally, so of course the light output was the same.
Usually, what I'll do when it comes to picking between two bulbs is to buy both of them, install one on one side, and the other on the other side and pick the one that I like the best that way.
Maybe go out to a dark road, and cover each side up with a blanket to really compare the light output.
the problem is, with sealed beam bulbs, the differences are going to be minor. The light output on this kind of bulb just isn't very good, so you aren't going to be able to throw any more usable light any further.
HID's are able to get usable light a bit further down the road because the projector and lens focuses the light. With a sealed beam style light, the usable light is kind of reflected in the general direction it needs to be in, and much of the light is scattered all around, and effectively "lost"

So to really gain anything as far as light output goes, you'd have to look to alternative options. Even just stepping up to a halogen bulb would give you a lot more light to work with.