Personally I have owned tons of APR products - APR tune on my v10 S6, APR tune on my B8 S4, APR stage 1 and 2 tunes and APR downpipe on my Mk7 R. Some of the products APR makes are (or were, rip mqb downpipe) the best available - like their intercooler if you want an OEM location unit.
That doesn't stop me from being critical of the products. It's not because I cant afford them, its the principal of the matter. The marketing materials posted here on this forum to attempt to discredit independent scientific testing are dishonest and shady in that context. If Arin had responded to that post with "yes our internal data shows roughly the same information and yes an upgraded stock airbox performs roughly the same to our offerings" then there would be no debate. Spend $$$ for shiny carbon if you want it.
Never understood the concept of engine bay jewelry personally... The hood is closed unless you are showing off to some random dudes.
On the topic of history with APR, APR very often stretches the truth or provides a very lackluster product compared to the marketing - Including if you want to go read some internet history on vortex and here: Stage 3 7163EFR turbo debacle (BIG one here), The original APR intake for MQB launch, APR roll control springs, Stage 1/2 tune problems with too much boost and compressor surge, and probably others that I have forgotten...
TL;DR - Some products really miss the mark, some live up to the hype. APR will never tell you which ones are which.