It does look kind of the same. I bought something similar from Cabelas about a year and a half ago on sale for about $50 as my first vise. It worked great for woolly buggers, surf flies, clousers, and larger trout flies. I still use it for those kind of things, but I bought an HMH SX which I like a lot more for smaller flies (also bought the midge jaws).

The SX has much better clearance for smaller flies, while the EZ's basic rotary is better for flipping the fly upside down; the SX allows the fly to be rotated, but at a fixed angle which is not optimal for clousers and so on (without repositioning the hook). For those kinds of things I'm usually using a larger hook size anyway, so the EZ is fine for that.

Ended up buying a Wolf Atlas rotary.