This is an older post but I do want to point out a couple of issues. First, to FAL SHOT, you said:
"Places like Cabela's and Scheel's will NOT stock Burris Signature Select, Black Diamond or Euro Diamond as their Zeiss, Leupold and Swarovski sales would take a serious plunge or maybe most folks just go to a familiar name brand they have bought for years. The Fullfield II scopes are not in the league of the better Burris scopes, although maybe a good deal."
This is not a credible statement. You do not differentiate between the levels of the alpha brands (Zeiss, Swarovski, S&B, Leica...) and only consider them as a lump. That is not correct. For instance, there is a major differnce between the Zeiss Conquest and the Zeiss Victory Fl T*. You also pay for the difference. Likewise, there is a difference between the Swarovski Z3, Z5, and Z6 (not just in erector magnification). You are implying that the Burris Signature Select is the equivalent of the Zeiss Victory Fl T* or the Swarovski Z6 and I have never seen a reveiw that gives any credance to that view. Instaead, the "alpha" scopes are considered that for a reason. They are the best glass available, are rugged, are mechanically reliable, and cost a fortune.
The fact that you lump Leupold (who makes respectable scopes) in the same category as the alpha scopes tells me you have never looked through one of the best scopes made. However, the reality is that most people never need the best scope and that a lesser scope is plenty for almost all applications. Just be clear that there are better scopes out there if you are willing to pay for them. As for me, I have one alpha scope (Zeiss 6-24X56 T* Fl) and I can compare it with my Leupold Mark 4, Swarovski Z5, Minox Za5, and Vortex PST. I don't have a bad scope in the bunch, but I do have one that is well above the rest from all of the characteristics that count. I have beaten it around and it always holds zero and the turrets are unbreakable (so far). The brightness is unequaled among the scopes I have. I don't have the Burris, but I have read the reviews and it is a good scope, just not one of the "alpha" scopes that cost a fortune. Let us know why you are lumping them together. Also let us know if you have compared them head-to-head.