I've been a Leupold fan for years bought my first I think about 10 years ago when I finally got the money. I've had the oppurtunity to compare the Leupold to many others and feel they have some advantages. As my sons graduate from college I have been buying them new rifles and mounting top line Bushnells. We shoot a great deal and I honestly can't find a lot of difference in the Leupolds compared to the Bushnells. Never shot a Zeiss so I can't form any kind of opinion. There are a great deal of good optics out there as you can see by the other post. Good luck in your choice.