I'm sure Lexus and Audi have technology waaay more advanced than that 900X bulb...
...as far as reflector pattern....have you ever seen a headlight bulb that has not been twised in properly, tilting the bulb a bit? You are correct - the light does bounce off of the reflectors, but from a "central" point. Some headlight assemblies are really small, so even a 1/5" in movement of the filament will change the way that filament reflects.
Just unscrew and wiggle your headlight bulb (just a little bit, to simulate a different filament position) while looking at a garage door or looking in your headlight (not directly, obviously) and look at how the beam changes.
I don't know, there's something funny about these bulbs. He probably has to say "for show use" for liability purposes and the fact that they don't produce a good beam.