S1, I went with the nightforce 3.5x15x50 for my new 338 Lapua. I have always been a Leupold guy, and I still use them for other rifles and shotguns...BUT Leupold refuses to innovate there reticles. This NP-R2 reticle is excellent. A zillion time easier to use than Mil-dots (which I can't stand) I read in another post your method of using half the animals size as a base # for ranging...Great idea to divide by two first them count the ticks. Nightforce should give those same instructions. In business, the line I always hated was "If its such a good idea how come nobody's thought of it? We'll here is a prime example...your reticle design is both simple and brilliant! In discussions on this forum a common point made is whether or not a scope is "that much better" to warrant the extra $$. I still think spending for a US optics is over the top, but $1100 for a NF NXS versus almost $700 for a Leupold....no contest. Not just because of the scope itself because without the reticle I wouldn't spend the extra $400+....but with this reticle - OH MAN! BRENT: You were right....its not Hoopla!