well, lets get a bit technical,

what is your living room size, color of wall, flooring color, any mirror of reflective material on wall, windows area
i think your case if normal reading and studying , about 350 lux should be very sufficient.

ignore the lumen, because if you have a high lumen bulb, with bad reflector, you get low lux
always as design for lux , not lumen

Yes, thats why furniture layout is important, you see if you measure lux at the edge of the wall, you reading will suck , especially next to cabinet
usually we design base on the usable area, not the whole room with same lux
we can design that with addition MR16 to light up those area, but its all down to budget

well, CFL you need reflector, LED not much use of the reflector 180 degree, unless your bulb is a 270 degree bulb
then yes, with some reflector it will be useful

Last time no meter. Cannot check.  

Now got meter, after run for a yrs with 10hr/day read at 135lux eye level. (about 1meter from the bulb)  If using conversion with bulb spec 575lumens at 1meter and 120angle, the lux is 183lux. So it lower abit or around that reading.

hi, based on your experience, does the above proposed lighting points looks ok?
10 downlight in the living area seems too much to us.
do you sell 9w square led downlight?
thanks.