I wouldn't pay full price for one, and I have to admit I'm laughing at when SF charged $700 for it, but I got a deal on a used UB3T and it's a great light. The UB3T isn't sold just for its brightness, it's sold for the interface. Show me another 800 lumen thrower that size with a selector ring and is built as solidly as this one. It's Surefire's current technology demonstrator. Probably overpriced but it's designed to draw attention to the brand--what they call a halo product. SFs are also made domestically by a US-owned company which, which matters to a lot of people. SF also does their own in-house design work, compared to a lot of CPF's flavors-of-the-week which are outright copies in some cases.
If you want to compare a SF to those two lights use the M3LT. It's nearly the same as the UB3T but with two levels and you can get it for around $250 new if you shop around.
I'm not a SF apologist but every year this argument goes around. Ten years ago it was "Surefires are overpriced since you can built a brighter hotwire Mad mod."