I'd take what they said in relation to their product; not leds in general.
1.)The "shape" of light emittted from an led is a function of the "cup" (many manufactuers claim all different things about the shape of the cup and how it contributes to the light output. It's more hype than anything else. When designing product with leds this has never come up). The light "shape" is a function of the led lens. You have to look at the spatial distribution shown in the data sheet for the part you plan on using. An led can have 10, 12, 14, 16 ~ 100 degrees of spatial distribution. I've posted a few data sheets that you can have a look at to see what I'm talking about.
2.) Again, you have to look at the data sheet. A "white" led is in fact a blue led with a white phosphor coating. The blue led excites the phosphor making it look white. There a many different "shades" of phosphor so you can get white leds that have a tint of yellow, blue. This used to be a huge problem with white leds; they had to be binned for color before shipping, otherwise you could get a yellow tint next to a blue tint. I think they've improved this so that it less of a problem.
2a.) I disagree. Although the materials may be changing the lens types are very standard. Efficiency has changed dramatically but not the fundamentals.
One thing that people overlook quite a bit when using leds is frankly, how easy it it to use one. Get a battery, resistor and led and there you go; a light. Again I'll refer to the data sheets; led brightnes is a function of how much current flowing through the thing. Don't mistake what I just said "current"; not applied voltage. Regardless of voltage the correct amount of current must flow or you'll get a "dark emitting diode" d.e.d). The spec sheet will tell you how much current to use to get the best efficiency and light output. Once you know that it's up to you. More current = brighter led = shortened life. An led has a maximum current for a specified time. In other words you can put 20mA through an led rated for continuous use, or you can put 2A through the led for 10mS. Given that if you want to make a really bright led pump 2A through it for not longer than 10mS. If you do this fast enough the eye doesn't see the flicker.
Wikipedia actually has a nice page on leds:
http://en.wikipedia.org/wiki/LED
Data sheets for a few leds:
http://www.hex7systems.com/maxwell/leds/10deg.pdf
http://www.hex7systems.com/maxwell/leds/12deg.pdf
http://www.hex7systems.com/maxwell/leds/16deg.pdf
The most exciting phrase to hear in science, the one that heralds new discoveries, is not "Eureka!" but "That's funny ..."
Isaac Asimov