Almost looks like you crossed a BP with a garter snake!
It's not a CHE. Yup, it is a type of heat bulb. They are kind of pricey as far as bulbs go, though.Sounds like it is designed to heat up objects like rocks close to it rather than heating up itself and just the air around it from the sound of it? Never heard of them but hazard a guess they might use long wave infra red like those patio heaters?