Both Photomatix and Nik HDR Efex are "HDR" plug-ins for LR.
I don't do much HDR since I don't generally like the results, but there are times when it can be useful.
I have tried HDR Efex since I have the Nik suite, and so far I have not been too impressed with it, although it may be my lack of experience.
I don't do enough HDR to justify buying yet another piece of software and although I have a trial version of Photomatix I've not used it enough to comment on it's performance.
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