I've read about some forum members lose out on the lower priced winches pretty bad, as in totally stuck in mud, pull out the winch and its non functional on the third use.
At the price point you want, you may wish to look at the warranty of the product more, and the store you buy it from, if they will give you an immediate replacement. I would go with a local shop that has a direct relationship with Rugged Ridge. Rugged Ridge is local and has pretty strong warranties so take a look. Handling synthetic rope is much easier as well. That said there are people running on Smittybilt and RR winches for a long time so ....
Price for value I would try to find a used Warn M8000, but thats very hard to find.