I think MHO falls somewhere between Warren and Dave's.
Like many things, these filters have their place. Used as directed, they do a wonderful job. Are they better than other filters? I dunno, I never tried another underwater but I assume they are developed especially the specific colors that are subtracted by water at the shallow depths they are recommended for. Over priced? I dunno, I think all gel filters are overpriced for the material involved but I have never manufactured, promoted, or distributed filters so I wouldn't know the costs involved. Since the UW market is so much smaller than the topside one, and this is the only filter that this two-man company is selling, it makes sense that they would cost more. OTOH, there are no middlemen taking some of the profit so again, I dunno. I guess the question is, "are they worth it to you?"
I tried them because I thought it was faster and cheaper to rely on Alex's expertise - he is a very good uw photographer - than to buy several shades from B&H and do my own testing. I have no regrets paying what I paid.
BTW, I think they do a good job but I haven't used them too much here because we don't have the colorful soft corals that I would like to catch. But for what I have shot with them, they work as advertized. Once installed, it's there for the dive so you have to know where you are going and what to expect. I plan to give it a good full dive or two in Malaysia in a couple months.
While I think Rand's award winning shot was great and deserved to take the BOS, I think he would have won it without the filter attached. I think he could have pulled those colors out without it. It is his keen eye for composition that made that shot. Like Hawaii, the Sea of Cortez isn't that colorful either.
