Looks like a shorter version of the Ames Planters Buddy. That was a nice digger for the money too. My wife still uses one of my old ones for gardening and a nephew has another one of my old ones for his new hobby. One thing I liked better about a $10-15 digging tool is you can aggressively sharpen it without worrying about all the metal you're losing over time with your expensive digger.
As others have pointed out, the tang (the piece of metal that goes in the handle) is small and not very deep on these type of diggers. How well it holds up depends on how and where you do your digging. You can't get as aggressive with stubborn items in the ground the way you can with Lesche/Predators. I don't know about this particular digger, but the Planters Buddy has a lifetime guarantee, I snapped one at the handle and sent it back to the company with the receipt and they replaced it quickly with no problems.
Everybody always talks about the Lesche, and it's a fine tool. But I want to point out that if you want a high quality digger made by George Lesche his company now is Predator Tools, and they are a forum sponsor.
If you can get by without the serrated edge, you can move larger amounts of dirt and make retrievals a lot faster with the Predator Raptor then any of the more narrow traditional Lesche styled diggers.