Are you considering one of the basic models, basically just a high quality hose with a nice elbow at the end, or the fancier model with the electric valves?
Other products that try to make the chore easier are:
RV Sanicon - A pump and hose system one of whose advantages is a small diameter hose that is easy to handle and store. Like Sewer Master, there are several models in doifferent price ranges.
http://www.rvupgradestore.com/index.asp?PageAction=VIEWCATS&Category=205
Sewer Solution
http://www.campingworld.com/browse/skus/index.cfm?deptID=&subOf=250,19&skunum=16617