I have the Softride Dura. It's very robust, but weighs a lot more than the smaller aluminum version that you pointed to. The reason I switched to the 1Up was the amount of time it took to secure bikes to it and the fact that it hangs them from the top tube. They make you think that all you have to do is lay the bike on top of it and wrap the strap around it, but...
The straps would rub against any external cables you had.
If the top bars are not all level, the bikes are hard to get on and stick out at odd angles (I once transported a bike for some people I ran into on the trail with a flat tire - they couldn't ride home so I gave them a lift, their bikes had odd top tubes and they were balanced very precariously on the rack).
The bikes are so close together that it takes many minutes of delicate bike tetris skills to fit them all together, not counting odd fitment for bikes with angled top tubes or small triangles.
Even if the rack has an anti-sway feature (my Dura has the same one the Alumina shows), they still sway a bit and can bonk against each other so I would take to strapping them to each other. Then the wheels would turn and turn the cranks and the cranks might then start bonking against the car so I took to strapping the wheels to prevent rotation while transporting them. By the time I was done I would have about a dozen little velcro and bungee straps just to secure the bikes.
So, I was looking at 5-10 minutes of fiddling just to transport my one bike, and longer periods if I was going with a friend.
With the 1Up it is about 15 seconds to grab it and attach it to the car. Then it is about 15 seconds per bike to place them on the platform and cinch the arms down nice and tight. Then they don't move so there is no having to strap anything down to keep them from tangling or spinning and bonking things. I'm done in less than a minute and on my way.
Another difference with those Softride racks is that they attach via a bolt through the side. I found that way more fiddly to attach and detach than the rear-mounted wrench activated lockdown of the 1Up. Maybe 30 seconds for the 1Up vs. 2 minutes (and crawling underneath) for the Softride. (The main fiddliness is having to get the hole in the rack lined up with the hole in the side of the hitch so that the bolt can go through - you can generally position yourself so it is easy to see the alignment, or so that it is easy to slide the rack in and out a little without accidentally dislodging it and dropping it on something ouchy, but not both at the same time. However, I have since discovered "Hitch Bar Stop" accessories which take out all of the guesswork since you can attach them to a rack at the proper depth so you just slide the rack on until the stop hits the hitch and it's at "the right depth" right there, so YMMV...)
I still keep the Softride as a backup since technically I could take 4 bikes on it, whereas I went for only the 1+1 on the 1Up (given that I'm travelling alone 90+% of the time and only have one other bike the remaining times - until an emergency transport scenario happens out on the trail some day and then I guess I'll start throwing bikes through the hatch...).
. Canyon Bikes (a European team I believe) is actually suing the owner of Canyon Bicycles over the name, even though we had the name first. Canyon Bicycles is sponsored by BMW, which causes me pain to see all the BMW team vehicles (should be Tesla!). Our riders are all on Specialized Tarmacs. Since I race 95+% on the mountain bike (S-Works Epic World Cup), they let me ride my Delta 7 for the few road events I do.
