Their Cheap WiFi power strip is a good deal as you can kinda use it stand alone like a HomeKit power strip, but the other stuff isn't much cheaper then an Apex. Base system is only $25 less then an Apex EL on BRS but it only has 4 power outlets. When you add another power strip, its more expensive, not less.
It comes with a bunch of unique ports you could DIY that the Apex is missing (variable inputs for example), so if you are a DIY person and can use those ports, it has some cool options but if you don't use them you are not saving any coin.
Once you start adding all the goodies you might want to each system either could become the best value, and you will need to figure out what goodies you would want to determine that.
If you have a plan for what you want the controller/monitor to do for you, that will help narrow it down.