The sticker says "$19" the normal price. The article code is 903.653.02 which is NOT the same code as the one from the link, not sure why. HomeAssistant/zigbee2mqtt picked it up right away (6 times on/off) and it allows to control the brightness, the booklet says "do not use with wired dimmers".
There were 100+ today, bought 4.
Sticker is misleading. Normal price at Ikea is $10 for the warm white, which is still good, so $5 is a bargain.
https://www.ikea.com/au/en/p/tradfri-led-bulb-gu10-400-lumen…
903.653.02 code is an old model, replaced by the $10 one above.
The lamp you linked at $20 is the variable cool/warm white version.
IMHO, the best way to use these with Home Assistant is via a Philips Hue hub.