I can only speak from salt water reef experience, but LEDs are really, really powerful. I ran a custom LED rig on my 8g cube and at ~40% output I had the equivalent of a 150W Metal Halide (way too much for an 8g tank). I was bleaching out the highest light corals easily and had to tone it down to about 20% to keep from killing everything.
The output of LEDs if primarily determined by two things - whether or not the LEDs have lenses and what color the light itself it (and of course wattage, but that's a given with any light). I know a lot of saltwater people that mix neutral white, royal blue, deep blue, red, yellow - all sorts of things to get that "pop" that makes coral really shine. I'm currently converting my 8g cube (with 18x CREE LEDs) to a FW Planted, so I'll hopefully know a little bit more about how the LEDs translate to FW soon!
Also, referring to your link... Those look a bit shady. For example, they list the LEDs as white, but say "465nm wavelength"... Which is blue light. So there's that. Plus they say the fixture lasts 80,000+ hours, which is pretty bogus. The high end LEDs are roughly 50,000 hours, so unless they make some sort of super LEDs with crazy wavelengths than I'd just call shenanigans and save your money. Honestly, RapidLED and Evil Customs by Nanotuners are the best LED companies out there and they offer tons of ways to customize LED setups. They make them primarily for reef tanks, but I'm sure they would be more than happy to help design a FW version.