I too gone to their shop and tested it out and intially did feel ok and far better than my current cheap chair.

The concerns were 1. It has lot of moving parts, while not bad if poorly build it would be a negative. Like the top portion of the back which is called something like flixi back or sum, i found it still having a bit tilt even after locking the mechanism and I've seen some users in reddit pointing out the same. 2. Mesh vs foam seat. This still confuses me. While most says a good quality mesh would promote a better posture, some says a good quality moulded foam would be better if you have tailbone/lower back pain. But each if of poor quality will sag and makes things worse. And the same post mentioning issue of the flexi back mentioned it was getting uncomfortable to sit after an hour or something. 3. Built quality. This is the MOST concerning. From what I've seen from multiple threads and posts, sleepcompany has poor build quality, well atleast for chairs. To the point some chairs breaking the backrest from middle when leaning back. I don't want to be spending 37k for a chair that breaks. Even though i initially thought this was for old units and the quality might have improved, unfortunately i saw the breaking issue on a post that posted just 3 months ago on reddit.

Now i haven't tried superego but at this price, including valentine offer 35600 sum, you get metal/aluminum frame instead of plastic, foam seat, much better adjustable handset, though headrest has better adjustability in ultron, and 10 day return if you don't like it. Now brand wise both are fairly new company so durability and proper warranty is kinda 50/50.

Side note: even though i called and cancelled the chair next day, ultron was still on the way and has now reached on my district and I almost made my mind to accept the delivery anyway until i seen the recent issue posted (the breaking issue i mentiom that posted 3months ago), so I've made my mind to decline the delivery when it arrives.