From a casual glance, it looks better made than a Smittybuilt, Milemarker, or Champion- even though the winches are made in the same factory in China (accorrding to the internet buzz I've seen). If they are holding the manufacturer to tight standards, it might be a good buy. The series-wound motor and remote are certainly a step up from the other low-price leaders. I'm holding off until I see some serious real-world testing.
I can get a Warn M8000 (roller fairlead) for under $600 locally, which is about what it would cost to ship one up here. Through most vendors the Superwinch would run about $50-$100 less. I'm not sure it's worth it, given my firsthand positive experience with the Warn. Tough call, but certainly an option to watch. The Chinese winches are probably going to become the norm in the not-too-distant future, so hopefully quality is on the rise.
Until then, I'm also looking at a Tifor...