For anyone thinking about going this route that is a Costco member or has friends who are...they have a Champion 12K with integrated solenoid, mounting cradle, snatch block and cover for $369 and they'll ship it for $10. I don't have one to know for sure, but I would bet this is just as good (maybe slightly better than) the one from HF. Certainly comes with a nice assortment of accessories for the $$$.
The only argument I would make for brand name over generic is parts availability. I know I can get parts for Warn, Ramsey, Superwinch etc. The HF, Champion, et al? No idea how to get parts. I'm sure they are out there, but tracking them down might be iffy. If you don't use it all that often? You'll probably be fine.
For the money, the Milemarker Hydraulic is unbeatable IMHO. It may be slow, but it is nearly impossible to stall and has basically no amp draw. The darned thing will drag my truck on asphalt with all 4 tires locked. (Of course when that happens I have to shut it down right away as I don't want to see what happens if you find a way to over load one!) The down side is cost, weight, and your engine HAS to be running to power it. No pulling yourself off the trail if you have engine problems. I use might as a work tool vs. trail tool. It would pull my 1/2 ton up a building if I let.