It's cheaper than a hard shell cap unless you can find one used, but it runs more than double a soft roll up tonneau cover. The x factor for me is I couldn't fit a dog kennel under a tonneau cover, whereas I can under this.
I really didn't want a hard canopy so the runner up choice for me was actually a good kennel cover and dry bags for cargo. That would have been a bit cheaper but this seemed like a more elegant solution, especially when dealing with snow. If it holds up over time I think it'll be money well spent, but time will tell on that.