Here's an interesting thread where Blaine discusses the history of the Ox and the two developers' original reason for building it. I met Lazlo, one of those Ox developers, at a 4x4 show when they were first bringing the Ox locker out and he told me the same story. At first I liked their concept too.
https://wranglertjforum.com/threads/help-me-understand-the-super-35-kit.12183/#post-377811
I'm actually not interested in the cable actuator: I want to press a button and be locked.
The appeal for me is there are no internal rotating seals like an ARB or Zip , when those fail you have to pull the locker to replace. The Ox is a simple actuator and if it needs to be serviced you just remove the diff cover, you never have to remove the locker. Installation is much simpler as well: I've installed ARB's before and it's not too complicated, but it's certainly a LOT more time and involvement. The OX drops right in like a Detroit and you set the BL.
Ox has a simple manual actuator: Yes i've been on trails/obstacles that I couldn't drive out of because my crappy Rubicon locker wouldn't engage. I'd rather manually engage in 1 minute then pull line and winch out.
Reliability: are they more reliable? Well I don't think the competition isn't reliable (ARB/ZIP), but I know Ox is just as reliable from my experiences. The actuator is and locker is very simple and robust.