Choice experiments are the gold standard for pricing research, as evidenced by their extensive use in the field of economics. Choice experiments have a long history, a sound theoretical basis and have been challenged, modified, improved and vetted by vast amount of rigorous testing with respect to their design, their psychometrics, their analysis and their validity. The inventor of the statistical methods supporting choice modeling, Dan McFadden, even won a Nobel Prize for his work in the area.
I first saw Simalto presented at a conference back in the 80s, when I was first starting to do choice-based conjoint analysis. I was unimpressed then and the years haven't much changed my opinion. It seemed like an ad hoc approach lacking entirely in realism. Moreover, I think I have never seen a single academic article about it, or any powerful empirical comparisons with choice-based conjoint - just the occasional bit of sales hype and even more occasionally a conference presentation.