Unless you are going to build a rig yourself, one that plots displacement versus force, then the AMP Press is unique for the price.
In organizations where we had reasons to study seating force and brass prep, we had much more invested in the rigs that did the same job. Those rigs were even higher resolution than the AMP and could run pull force as easy as they could seat. That is easy when you have the DoD check book or if you are an ammo company. But here, we are mostly at the hobby level or discussing our own check book, not the one that belongs to a corporation.
At home, I have always had load cells, K&M Force Pack, and Hydro Press rigs to study seating force and brass prep, but I didn't have the energy or take the time to build myself a rig like the ones I did for the labs that include displacement.
The AMP Press for me is a no-brainer cause it made that task easy and even takes the data acquisition and analysis and makes the whole thing turnkey.
If you take that task on yourself, there is much more to it than just getting a button load cell and signal conditioner. So to me, based on the time and money it takes to close the loop on doing that work again while at home, the AMP Press is cheap.
is it a game changer, or just another piece of shiny Gucci kit?
It is a game changer for folks who 1) don't know how to size, select, buy a load cell, 2) don't know how to size, select, buy a signal conditioner or make the harness, 3) don't know how to do data acquisition, 4) don't know how to do all of the above for displacement, 5) want to watch the displacement and not just the force.
So, unless someone comes out with a turnkey system that does all three, force, displacement, and data acquisition, then I think that makes it a game changer for the vast majority of home or hobby level loaders.
That said, if you understand why things like tribology, cleaning, work hardening, chamfering, etc., often require both dimensions of force and displacement to study, then you get why the AMP Press is required. They are not for everyone. YMMV