I've ridden rollers.
And then I've ridden the E-Motion rollers.
Night and Day.
With the rollers I spent way too much energy trying to concentrate on balance, form and not falling off, instead of concentrating on the matter at hand, my workout.
With the emos you can just get on and do the workout at hand. With the changeable magnetic resistance settings, you can adjust your workout to the intensity your training plan dictates. Hard days, easy days, short and intense, long and easy - these rollers do it all.
And they are a little less boring than a stationary trainer because they pretty much give you the same sensation as riding on the road.

For me they were worth the investment, and I got them for a little less than the price you listed, plus free shipping. Not sure if they're still offering the same deal.
Your milage may vary.