Thermal management of the LED die is critical to optimum performance. Excessive heat will degrade LED performance- produce a noticeable red-shift in spectral output, reduce intensity (photon output), and dramatically reduce the life of the LED. It looks as though this unit uses a big chunk of aluminum and a bunch of fans for cooling- the brute force method. The whole notion that LED's do not create heat is a bunch of BS- if you cranking a lot current through them they get self-destructively hot.
The '3W' LED's you referred to in this post are probably, actually (hopefully), 3pcs. 1mm2 1W dies packaged on a small metal core PCB. These packages are actually intended to be used in incandescent and halogen replacement bulbs popular in Asia and Europe. If it is working for them...
With most of these new LED fixtures I had as many problems trying to figure it out how much power is actually pumped through the LED's as everyone else seems to be having. There will be 10 - 15% losses in the AC-DC LED drive circuit, additional losses in the PFC circuit if so equipped, and then the power to operate the fans and the AC-DC conversion losses in this circuit as well. What is left over to power the LED's? Add to this the highly variable nature of the LED Vf and, if you do not have a compensation circuitry or a software solution to account for this, it is anyones' guess how much power is actually applied to the LED's. The only way to know is to measure the current and voltage at the LED power input when the fixture has reached thermal equilibrium.
Regarding getting more watts of light out than specified- it is possible to overdrive the LED device to get more light out of it than specified by the manufacturer- as long as two things are kept in mind- doing so will increase heat load on the thermal system and therefore stress the LED die if not accounted for, and, yes you will in fact get more light out of the die, but, at the cost of generating this light less efficiently- no freebies in engineering. A 1W die is pretty much rated at it's maximum efficiency point in terms radiant power vs. Watts (and the ability to 'practically' remove heat from the die).
These are the facts.