After looking at both fixtures (links below) there are only a few similarities.
http://www.elationlighting.com/ProductDetails.aspx?ItemNumbe r=1612&MainId=1&Category=LED%20Lighting
http://cgi.ebay.com/HTL-Lighting-DJ-36-3W-LEDs-Par-64-Can-am erican_W0QQitemZ390137029982QQcmdZViewItemQQptZLH_DefaultDom ain_0?hash=item5ad5faa55e
1) they both have 36 3w leds
2) they are both manufactured in China
The HTL fixture may well be worth $ 399, but the Elation has a lot more "pro" or commercial features. The Elation has a much more robust housing, power in/out, and you can program in your own scenes for a self-contained exhibit. Also comes with a 20degree lense that can be swapped for other lenses.
The Elation manual gives complete photometric info as well.
If you don't need any thing other than a simple fixture, and you're willing to gamble on a $ 399 fixture, good luck! There's just no need to trash a well-established company with an excellent track record because you don't want to buy their product.