It's been my experience (with more than jeep parts) that if something doesn't feel right then it probably isn't. What are you saving by going with an unknown company, $15? If I were you I would pay the extra $15-$20 and make sure you end up happy.
When I read this it struck a chord with me. About 8 years ago I ordered a Warn 9.5ti from an unknown/new company silimar to what your asking, and when it arrived the winch was broken in half. The company I bought it from didn't package it well and/or knew it was broken when they sent it. They made me jump through all the hoops with UPS to have UPS pay for it. It took about three months to get taken care of, and the brand new winch I had on my jeep was a brand new repaired winch after I had to drive it 80 miles to a Warn service center then pick it up again. Needless to say I should have just paid a little extra and gone with a reputable company in the first place.