2D Compact Fluorescent Lamp

This is so embarrassing. I have recently moved to my new home and i dont know how to remove this bulb. Please can you help.
On some fixtures it`s quite a challenge... Switch off the power. Grab the lamp by the central square piece with a good grip. Pull away from the fixture with a firm tug. On older lamps the plastic may break, crack or split - don`t stop, keep pulling! New lamps just push in

How bright is this lamp compared with a traditional 40w, 60w, 100w bulb?
The approximate conversions are 16w = 100w, 28w = 200w and 28w = 275watt