For a comparison. The five scope brands I have bought and their uses:
1) NF. I have a 12-42x 56mm NXS on a 7mm Wildcat rig. 27" Pac-Nor polygonal rifled barrel with a #8 contour (very heavy target contour). So heavy doesn't matter since this isn't a hunting rifle

. I also have a NF 5.5-22x 50mm for an Armalite AR-10T
2) Zeiss Conquest. I have 5 of these. 3 in the varmint Rapid Z reticle for .223/.204 rilfes and two in the 1000 yard reticle for .308. One is on a 5R milspec, the other a DPMS LR-308 (AR-10). Both the .308 rifles are sub .5 moa rifles. So obviously the scopes aren't holding them back
3) Burris Fullfield II. It's on my Winchester 243WSSM model 70. Deer/coyote rifle. Excellent price/performance for a hunting scope. Very good glass. Compares to a VXIII only with less features.
4) Falcon Menace. I have 7 of these. I use them on .223 rifles, and .22 rimfires. best bang for the buck. Good glass, excellent reticle and very good features for the price.
You won't go wrong with the NF scopes. They are excellent. However you really do pay for it. That being said, the glass on my Zeiss Conquest scopes are as good as the NF. The only draw back with the Conquest is the lack of MOA adjustments. However with the Rapid Z reticles, you can compensate for this, and fast acquisition of targets at known distances is superior to having to dial in for each range. With the Night Force NP-R1 reticle (Which both mine are), you can use drop down marks for this as well. However the Rapid Z reticle really is tough to beat for that type of shooting. For benchrest/long range precision shooting, dialing it in is the more precise way to go.
Another contender that I plan on trying out one of these days are the Sightron S3 scopes. They've received excellent reviews and like the Falcon they are a best bang for the buck, only at a higher price point. The Falcon scopes compete against the Elite 4200, Leupold VXII etc. The S3 is meant to go up against NF, VXIII, etc.
Lots of things to think about. Ultimately what type of shooting are you looking at? What's your budget? Also does the scope suit the shooter and rifle?