I wanted a better belt than what I had, but didn't want to drop a lot of $$. I went with an Amish belt from Hanks Clothing. Got it 3-4 months ago and I've worn it almost every day, works great and something like half the price of other "Gunbelts".
I know nothing about those, but what separates gun belts for non is the stiffness. Gun belts are very stiff, much more than any regular or dress belt I've ever seen. It's not just a marketing scam as you seem to be implying, it really does make a huge difference. Furthermore, there are decent gunbelts out there for $25 to $30.
ETA: I just googled the Amish belt you referenced, and it actually is intended for CCW, so I would call it a "gun belt."