Well basically you have a fewchoices, Johnson Bosch or Stanley. HD has CST/Berger models which are Stanley, and at Lowes you have Skil & Bosch which are both Bosch. And you have the HF one.
What are the projects? How many are outside? How many would involve bad weather?
Functionality, the Skil will get you a straight line in a decent sized room without a lot of fuss. So will the low end Johnson. So will the HF one. The Bosch & CST Berger models and the higher end Johnsons give you some extra features like floor slope functions and so on.
Are you needing just a line, a level/plumb, reference dots anywhere or what?
I've been looking at these for a while too. Been considering the HF for the price, and it's not terribly murdered in the reviews.
watch
this and
this and
this you can see there's a huge difference in functionality and a huge difference in price. Maybe what you need is just a basic single line? You mention self leveling which I would suggest unless you already have a tripod, buy the kit that has a tripod. Much better than sitting it on the floor, even though they self level you have your line moving around every time someone walks along the same joist as its sitting, you're going to be pissed.
I used those 3 videos since they all mention the price. Also got to love the tool clowns.