I plan to keep a close eye on them. They look great on paper. Actually they look amazing on paper. It's the long-term that is in question.
Personally I do hope they work out in the long-term. Otherwise there will be A LOT of angry people. It's getting even worse then the LED-war over on RC, and it will be a scary aftermath if these things end up being long-term failures. I don't see them being a Vortech replacement by any measure. But they are a strong contender against Tunze and Hydor (especially Hydor, because Tunze at least has a quality/service argument to fall back on) if they pass the test of time.