I'm fairly familiar with BobArt. Watching the video, I'd say that it's roughly equivalent to RhinoEmboss. I'd give Rhino the edge in ease of use, and BobArt the edge in capability, but it's a close race.
One thing to bear in mind is that when watching demos, there's a lot of work that you generally don't see. This one starts with, "I've already drawn all this geometry". Part of drawing the geometry is planning the various embossments and trying them to make sure they'll add up to what you have in mind, and it's at least twice as much work as what's shown in the video. The basic tools are very similar in function, and starting with the same geometry and groupings, both products would do practically identical jobs. The workflows differ, of course.
Luke