Have heard of the name for other parts, but never used one of the shifters personally.
Seems like a reasonable price for one though. Seems like B&M and the others I've seen were way more than that.
Might have to try one myself if I ever get my 3550 setup up and running. The 3550 may not be the longest throw trans in the shed, but shortening it up some more is still a nice thing to do.
Paul