Yes, I am biased towards the Milwaukee unit. After my very lengthy and confusing search looking for a new quality jack, I decided on the model 40.
The NEW floor jack market is a very confusing place for a lot of people these days as a lot of old brands that were trusted in the past either now don't exist, or exist in name only and to make things even more difficult the places where you used to purchase a quality jack such as Sears, or even the Snap-On truck will all sell you some Chinese throw-away **** these days.
As a person that used to own an old Hein Werner unit and had flawless service from it, my first choice was to go with a new Hein Werner. But since the new "Old Lincoln" design looked like a lot the Chinese stuff, I just assumed that's exactly what it was.
Of course after being a bit more informed now, I know that this is not the case.
With Milwaukee for me at the time, it seemed that I stood a pretty good chance of actually getting a quality manufactured product instead of a trusted old name brand on a Chinese throw-away.