I just received an Apokatana from them. I think they're excellent swords. I have not had the opportunity to beat mine up; but fit and finish are very nice, and my kydex sheath is quite good. Based on film and anecdotal experience from others, they seem to be well-built with good heat treat.
It is definitely sturdier built, and that is reflected in the feel and balance. However, that is not an issue. Modern swords are different than period swords; you probably have a wider range of expected "duties" for a modern "tactical" sword, not just personal combat. It's not overly "heavy", at least not for me; and I can wield comfortably with one or two hands. No, I'm not an expert; but that's the point....it's not going to be essential for me; and I'd prefer my swords to be heavier built for strength. That whole "alive" feel? I don't think it's as exact a science as some people make it sound. I've got a wooden handled katana from the Pacific that my grandfather brought back during WWII. I'm sure it's a Showato, not a true Nihonto; but it looks and feels pretty much the same as my Apokatana, given the expected differences between a partial tang wood handle and a full tang aluminum handle. The Apokatana sure as heck is NOT a crowbar.
The "gimmick" is a non-issue...nothing about the zombie-specific characteristics of the blade (finish, design) has any effect or interference at all with the function of the blade. "Hype"..."oddball"....that's just someone's opinion; and it means nothing outside their own choices. Those guys are doing what they like and are having fun at it. The US CDC did the same type of thing with their "preparing for the zombie apocalypse" stuff. People need to get a sense of humor.
As far as price for that type of steel...well, I've never done a survey on "what a 5160 sword should cost"....as far as I'm concerned, that's their art, it's a custom job, and I wanted it. The price is within range for a quality custom sword; and it is a quality custom sword...also, 5160 is a good all-around sword steel. So, I cut out sodas for a period of time and saved; and I won't look back. If I paid "too much", I didn't pay "too much of too much"; and I got what I want. So I'm not concerned.
If you like what you see, I can tell you that in my opinion and based on others' opinions and experiences, the product is a good one. I recommend it if you want it; I know I'll be getting several more!