I had/used a Leupold Mark IV Ultra in 10x 'back in the day' - it was an excellent, *durable* optic. However, there are many more options available nowadays (had mine in the early 90's).
As i'm thinking about returning to long-range hunting/shooting and assembling a new platform myself, i've been shopping a bit too and price is a significant aspect for me now.
I believe NF is prolly an excellent brand - though commanding more $$$ than warranted and more than others at same quality level - MHO.
There is also US Optic's offerings (they've been around awhile IIRC) as well as Sightron - though i'm not as familiar with 'em, but they're prolly good.
I've also noticed Weaver's entry into the "tactical" market with a promising offering (and at the top of my list).
Of course there's Swaro and Zeiss, but they are also in the top-tier of pricing.
Today the optics are all great, comparatively speaking, but it's the repeatability of the reticles that i'm most concerned with.