I've got one. If you look at it you'll see that it's quite similar to Engos and some others.
Generally speaking, the reviews over at the more hard core wheelin' sites like pirate are pretty good, so given the price I took the plunge. Reputedly they are essentially Mile Markers. If I was using a winch on a regular basis I might go with another, but frankly it doesn't seem any better or worse than Superwinches I've mounted, or some others. Speed and duty rating are where it's at, but neither of those are big considerations for SMBs, since we're not doing many trails that require winching.
Overall I'm pleased with it, but like other stuff at HF you have to be careful. The winch itself is great; I'd say where the compromise comes in is with the speed. Not the fastest. I pulled around experimenting and could do a full 85' pull even though I think I overshot the expected duty cycle, but the published one seems to be very conservative. Note that lots of other manufacturers don't publish the duty cycle...a big warning flag. Generally that will mean that it's not any longer than this one's. No significant heat buildup.
I replaced the wire rope, which was fine, with synthetic. That much pull on wire rope, especially with that much spooled out, scares the bejeebers outta me. YMMV, but with the money you saved consider the investment. I got a good deal from truckandwinch.com in SoCal; they sell stuff on eBay as well.
The hardware that came with the winch is HORRIBLE. DO NOT use the bolts they provide; I broke one using proper torque, and it wasn't cross threaded. It's like they galvanized it in cement. Get some high grade stuff of decent quality. Weird that they cheaped out on that, but I've had some similar experience with other HF stuff.
The solenoid is fine, and it comes with decent cabling. Instructions are rather lame, but it's not rocket science. I dunno why so many winch manufacturers supply circuit breakers without a case, but Superwinch and HF do. I enclosed mine so it didn't rattle 'round and short.
They also make a spiffy wireless remote. Use a coupon on it and it's about $20. Works well.
All in all, a good unit for the price. Unlike other vehicles I've mounted winches on, this one's just for emergencies and helping others, and I couldn't justify spending more.
You can see some of the stuff I did in mounting it at viewtopic.php?f=13&t=10887