I've come to the conclusion that you don't run a battery at or very near it's specified c rate. In general, the c rate is based on tests of a single cell, but you are running multiple cells. Odds are, your pack has at least some weaker that spec cells in it that may develop problems earlier than you'd prefer if you run at the full c rate.
So running at half the spec c rate, you get less sag, less chance of ruining cells early, and a more reliable pack.
It also depends on how you ride, where you ride, etc. If your typical riding style and terrain means your 35 amp controller never pulls more than 20 amps, it's really no different than a 20 amp controller right? But if you do no pedal starts on steep uphill grades enough, you might wear out your batteries early.
Likely you see a cycle life claim, say 2000 cycles perhaps? It's possible that cycle test is a single cell, at 1c or less.
One way to look at pulling max c rate from a battery. A car has a red line on it's tachometer you shouldn't exceed. How long do you expect the motor to last if you run it 1 rpm less than the red line habitually? Sure, the engine can run at high rpms, but it lasts a lot longer at half that. A battery is somewhat like that, it will be much more likely to last longer if you don't run it at it's max.
They do sell packages, so that price does include balancers and a charger. The link I provided was looking at just the battery. We had a guy here years ago that kept swearing how cheap this option was, and they were even cheaper then as well. But to make a true comparison to a ping, you had to add in the price of a charger and battery monitoring of some kind.
Comparing prices without shipping. Ping 36v 20 ah, with charger and bms, about 30 bucks cheaper than the EPS 36v 20 ah package with balancers and chargers. Shipping might even that back out, or even make the EPS deal cheaper. Pretty comparable batterys and similar prices. I couldn't say which one would last longer, or sag less. Both should have tolerable sag at 20 amps, and last years.
Again, this 20 ah size is quite adequate for 20-25 amp controllers. It may run ok on 35 amp controllers, but we have no real data to say for how long. We have the data to say you can expect quite a few cycles with the 25 amp controllers.