It's not meant to do everything you can do with a regular winch, but it does have some advantages. It's gone when you don't need it, you don't need to worry about some extra beefy battery(s) to run it (along with the wiring), and it's way lighter. I'm sure it would fit the bill for most folks since when stuck most simply need to go forward or back, without need for any fancy multi-point, multi-vehicle winching setups.
Nothing wrong with another consumer option.
Nothing wrong with another consumer option.