I have a ding king... I've pulled a couple small dents out including a nice dent I put on the top edge of one of my doors.

It's okay to use if you are patient. I think $30.00 is cheap. It doesn't look as pretty as it would if I put it in the shop, but you really have to look hard to find the dent. It may take several pulls to get it right, and it does take a little skill. So I can see how many people probably wouldn't want to F with it.