I don't know much about them. I ordered the Costco one you linked for my wife.We have one...believe it's a Cuisinart. That one will go to the beach house and the new Braun let's me tick a box on the Christmas gift list. The Braun is 500 watts. Seems pretty powerful.We bought this exact one a couple of months ago after our daughter dropped the old one off the counter. We've used it for frozen smoothies and blending sauces. So far so good. I did a fair amount of research before taking the plunge. I think a combination of the Costco return policy and the $20 discount helped make the final decision. I think the other one I was researching was a Cuisinart.