Unless you need the color gamut of the Epson, the Latex will probably be more cost efficient to run.
I say probably because it's a somewhat new machine, and has been in the market for less than a year. That said, it's built on some pretty well known technologies, and the HP aqueous printers have good track records.
I'm much happier with my Latex than I was with my Mimaki JV-3. I don't run it every day, but when I need to, it's ready to print with no fussing. It's much more like an aqueous printer than a solvent. The output quality is great for wraps, banners, window graphics, wallpapers and posters.
Also, no TOXIC fumes is a good thing!