I find some of the stuff in the "kits" to be pretty cheap.
It's not hard to buy individual quality pieces to get you started, and then add some additional "nice to haves" later as time and budget allow.
I'm a big fan of the Forster Co-Ax press. Second would be the tried and true RCBS rock chucker.
I like Redding deluxe die sets, but RCBS sets are great as well and less than half the price. You'll need shell holders unless you have the Co-Ax.
I greatly prefer hand-primers as opposed to the finicky ones that are on the machines. I have an older RCBS one that has worked great.
A good quality beam scale (higher end than what's in the kits) should be in everyone's reloading kit, with an electronic one as a nice upgrade somewhere down the road.
I like spray lube for resizing, otherwise you'll need a lube pad and some lube.
I don't use powder feeds for rifle cases, i prefer to weigh the charges individually. You'll need a powder trickler and a powder funnel for this.
A tumbler and media is another nice to have, really sucks running dirty gritty brass through sizing dies.