Its a much larger glass envelope than the MR16's have, and the filament is also running quite a bit cooler in a GU10 which is why they dont have the nicer slightly under 3000k colour of a quality MR16 lamp. - most are in the 2700s like a larger older incandescent.
Also the zigzag filament in the GU10s to get the length needed for 230v makes them have hotspots all over the beam pattern on some of them.
