hi, i own one of these controllers, so an make a fair comment.
yes it is a fairly simple controller, and would seem overpriced, but it does have its advantages as well as disadvantages.
firstly, its relays are mercury switched, with relay models that can handle hundreds of amps with an almost unlimited lifespan/switching. the liquid relays are chemically and gas sealed, meaning no sparks or arking.
secondly its a direct diversion controller, i.e. it disconnects your charging load(batts) from your source and then connects the source directly to your divert load. this means your diversion load does not have to be sized exactly to your batteries, if its a heating element, it can be sized for direct connection to the mill without the batt's holding the voltage down, leading to more efficient running at higher voltages & less stator heat. and all without the worry of relays failing or burning out in a homebrew controller.
its proven extremely useful when expanding my RE, epescially when i'm continually building new mill's bigger each time, the 100A relays on mine have massive scope for growth.
its obvious disadvantage is the price for such a primitive looking device, but i can say it is worth the money.
my 2 cents.
satman