I have one too! They are made of thick glass. Very interesting lamp nonetheless.
It must be a rare bulb for sure.
I should have known that a few members would have one.

I wonder if thermal expansion of the glass panel was a problem as it would seem that the side with the two electrodes would run hotter than the other parts of the bulb.
If one side ran hot and the other side was cooler a small crack might develop somewhere in the glass due to the temperature differences and the different rates of expansion.
If the whole bulb expanded and contracted at the same rate, like a window would for instance it should not matter.
But if there was a hot and cold side to the bulb, I don't see how this would work unless it was something like Pyrex which is expensive.
Maybe if the electrodes were located one on each side of the square bulb, the temperature differences through out the glass panel would have been less.
Fluorescent bulbs will expand and contract a small amount length wise with temperature.
The 8 foot GE slim lines I have will click and pop some when they are first turned on a cool day until they warm up.
I would guess with enough time spent on product development, it could have been a success.
But someone must have pulled the plug on it when the problems started.