I installed a system similar to this for my parents. They love it. It was not a mat style but a system of an individual wire that hooked on to metal straps then thinset over it. Went in easy, works well and was probably half the price of the one you reference.
I think saw them use it on a recent hometime as well.
I bought the setup at a tile store but recently saw it at Lowes. Heating strips come in different lengths, different thermostats are avaliable too.