I would have been happier with a 5.5-22x50 in 30mm tube, moar, and a first focal plane. At a price point that was affordable.
The ATACR will have a very small market, in 2nd FP only, I have shot targets out west to 1900 yards with my 5.5-22, I'm not going to replace my current scopes for an extra 200 yards of elevation at nearly twice the price. I see it's use as ELR shooters who may buy just one of these for there dedicated ELR rig. Definetly not a scope I would drop on a 1000-1200 yard gun.
The "Beast" not sure that the graduations on the dial will be spaced far enough apart for something with 60 moa in one revolution. They better have somthing special to compete with a S&B.
The ATACR if in FFP and priced at $2500- $2800 would sell like hotcakes to the precision rifle shooters/tactical comps. But with 2nd focal plane they are pretty much worthless for that use. And they call it "Advanced Tactical Riflescope"
It's not Tactical if it sucks at that application.
The biggest complaint I am hearing so far is that there were a ton of guys just wanting a higher mag (in the 5-25 range) F1. I think most guys would be willing to pay a bit more for the ED glass and coatings but not the 3k plus the BEAST will likely sell for. The ATACR should sell for $2,300 from what I have heard and the BEAST at $3,300-3,700 depending on reticle choice, NF reticle or Horus. I think the ACTAR price point, with the upgraded glass and feature set, will sell well. If they add an FFP option, like you stated it will sell like hotcakes in the tactical competition market and for some of the weirdos like me that like FFP for big game hunting!
Scot E.