For the most part, most folks that don't have the winch think it's cheap because it's cheaply made.
Nobody seemed thrilled about the "permanent magnet" motor rather than a "series wound" motor. I know what they're talking about - the Champion 8K winch I got from Sams Club for my trailer took a crap after about 40-50 pulls. It seized right up, couldn't get it to spool. I pulled the motor apart and the magnets in side were all busted up and bound up into the stator of the motor. It was a great cheap winch when it worked, but toward the end, I could tell it was gonna crap out. Pulling an '80's FSJ Waggy onto the trailer did it in. Champion will sell me a new motor for $110 plus shipping.
I've heard the same - that Smittybuilt's customer service has been excellent. Wonder if they'll honor the warranty even though I don't have a receipt from a store......
Can't imagine this Smittybuilt getting anywhere close to the number of pulls that Champion winch did so unless the vibes are a sign something is bad, then I'm sure this winch will serve it's purpose just fine.