I might add one other difference. Because halogens generally have more compact filaments and they are encased in a smaller area (both part of the halogen cycle that gives them the longer life) the result is a little more visible light and less infrared (heat).
Some may realized that halogens get hotter and expect that they give off less heat, but while they are hotter they have less surface area and the net heat loss is less.
As you pointed out that there are so many other factors, that it is hard to point out any one.
Another point, not directly related to halogens, are dimmers. While a dimmer will save energy ,when used, using a larger bulb, of the same design, and them dimming it to get the same light will use more energy. Long life bulbs also use more energy per light output for the same reason. The original writer had the right idea of comparing light output to watts but missed many other factors.