DPs I work with prefer the Litemat.

I own the Westcott 1x1.

It's not bad.

Talked with some people who owned the 2x1 Westcott. They liked it. The 1x1 is not super bright, but it's no slouch either.

Westcott is more flexible than the Litemat but much smaller/less bright I think? The Litemat looks like a legit kinoflo replacement, I think I used the bicolor. I like it. I think I lit with it once. Memory must be going lol.

The Westcott looks like something you'd be less likely to use as a key light, more likely to hide somewhere.