I've been researching ceramic grills ever since I bought that offset smoker. I used to subscribe to a pepper and BBQ magazine which would have advertisements for the Primo brand. It seems that both Primo and Big Green Egg have a loyal following but I think there may be slightly higher following for the egg which means there are more resources online. I think the biggest difference is just the shape. The Primo brand is oval which should provide greater flexibility. However, I really only envision cooking either direct or indirect during a single session so I won't need an oval design to allow for both at the same time.
Soon enough, I'll not only be a ChileHead but also an EggHead.