Comparably equipped (assembled, powdercoated, dual swingouts w/ tire carrier, ladder and can carrier), all of the well-known players (Slee, ARB, BIOR, 4x4L, Dissent et al) are in the $2400-$2600 plus shipping range, which says a lot about what it actually costs to build one. SoFlo is strictly an importer. It's luck of the draw for what you get in terms of steel quality, weld quality and fit-and-finish. That being said, there is a HUGE price savings to be had, and if you're ok with what you are getting for your money that is a serious advantage for those who don't need or care about every inch of departure angle or strength or weight savings.