I'm always after a good deal, or a good value. I do not have ANY experience with that particular winch, however, I have experience with some other HF (including a small utility winch - 3000lb). Bottom line, there's a reason most of their stuff is cheap. That's not to flame them or their products - they have a place and a certain market they're after. But, quality, dependability, reliability, longevity, performance are words not often associated with their equipment. I suppose it depends on how often you plan on using the winch (every weekend, every day, maybe once a year, never - just want to look good) and of course what the consequence are of it NOT working. For instance, is this going to be your only source of self-recovery during your solo trip to the middle of sub-saharan africa or do you always go out with friends and in close proximity to help.
Personally, I chose to spend more on a winch (but not the MOST I could've) to get a better quality unit, made by a off-road company, with good customer service. I know money is money, but for a couple hundred bucks more you could have a pretty decent 12,000lb winch (think Smittybilt, Warn VR, etc).