Best value IMO is a Bushy Elite 4200 3-9 X 40. The Rainguard is also a big plus with these.

Sightron is also VERY solid and the Big Sky units have rebates. They also have a climate control type of lens coating.

The Vortex Vipers I've seen have also been sweet, and their warranty and CS is top notch from what I hear. I have never owned one myself.

I would term those (above) as great, value packed mid-range units.

In a somewhat lower price point. the Nikon Team Primos is pretty good too.

As the price goes up so does lens quality, features etc. to a point of diminishing returns. What's one person's limit may not be for another. Me, personally, I like the "better" units and am willing to pay for such. I would not trade my AV Swaros'...they are that good. I'd love a top of the line Zeiss Diavari, S&B or even a Nightforce but I'm not willing to go that far (at this time) with the cost / benefit aspect.

That's my story and I'm stickin' to it.