In my experience 60 watts is 60 watts only one costs about 100 times more. The pet stores gouge. Look at the price of a plastic dog bowl, you can buy one at the dollar store or you can spend $15 at the pet shop. I've noticed no difference in the amount of heat radiated and that's what the primary purpose is. Also there is no objective evidence that I have seen (objective as in info from someone other than the company selling them) that the magic coatings on the bulb do a single thing. I say stick with the GE soft whites, you can always use them elsewhere around the house.
I feel a little light headed... maybe you should drive...