Thanks all for your input! Food for though (UB40 pun intended). Seems to be a bit hit and miss, which is understandable for the price. Also depends on people's expectations. Some expect the moon and are therefore mega disappointed. The heel seems a common problem as mentioned. My expectation is for something, quality and play-ability wise, on par or potentially better than a Squier Affinity.
Kmise products look interesting, I might do some research on their pedals, but not much on offer in the way of neck options, which is why I'm leaning towards Jinwan.
Some great looking examples, cheers @kodiakblair @andruca