On cheap coated end mills, the coating is (as you've apparently found) more to make them look expensive than anything else.
For intermittent hobby use, an end mill is more likely to die from hand feeding, wrong speeds and feeds, lack of coolant where needed, a mismatch of tool and material hardness, too slow a spindle for aluminum, maybe too fast for pre-hard steel, etc. etc. Sure, buy a mid-quality uncoated mill and use it on as many jobs as you can before pitching or re-sharpening it.
In production use, where an end mill might start in a tool changer and stay there until worn -- with carefully figured speeds, feeds, etc. -- the coating can significantly extend tool life and/or productivity. Folks like Tdmidget reasonably figure that if you were in that situation, you'd want to take the time to look up the pros and cons once you knew the name of the coating.
Personally, I'm not sure what that coating is and defer to the responses above. If you have a production job, though, the manufacturer's site should help you match tool materials and coatings to the job.
