I've used Swift optics for birding for years and love them. Very bright, wide field of view and well made. In birding circles they are very well reguarded even when compared to Zeiss, Leica and Swarovski. In my one experience with customer service everything was handled quickly and efficiently. I will be putting their 3-9x40 on my new 7mm-08 when I buy it. I expect it will perform at least as well as a Leupold (at half the price) and much better than Tasco, Redfield, et al. In my experience Swift is like drinking champagne at a Budweiser price.