I just installed 3 of the new color bulbs in a craft room. While playing with the settings, I discovered that if you set the color to pure blue, items that normally react to ultraviolet light glow brightly. For example, para-cord and paper labels that are made with high-viz paint shine very brightly in orange and green. There is still a lot of visible blue light, of course, so this is not like a regular ultraviolet lamp.
I suspect that UV was added to the LEDs to make colors pop.