Seriously, unless you are hard core wheeling or using it for work, there is no reason to buy a stupid expensive winch. I wheel a lot and I have entry level warn winch, a tabor winch, a smitty built and the Badlands winch from Harbor freight. In all my years wheeling/off-roading (over 20) I have only need a winch a handful of times. As a result I see absolutely no reason to pay extra for a name when the Badlands, Smitty builts both work very well. Now if you have a rig and every weekend you are beating the snot out of it on the trails then get the higher end unit.
THe biggest factor when using a winch is heat control. The electricty needed to turn a winch is a lot, electric motors moving slow build a ton of heat. The Badlands winch does great but will get hot (they all will). So if you need to winch do not get in a hurry let the winch rest and any winch with the proper rating will do the job. Oh and as a general rule you want a winch that is rated at least 1.5 times the vehicles GVWR. I prefer to push that to 2xs when ever possible as the cost typically for the same winch in a higher rating is not that much different.
Lastly, cable vs rope. Again if you are pulling a ton and often the rope is worth the price. If you think you might use the winch 1-2 times a year stick with the cable to save