I have several SWFA scopes also (one 3-15 and two 5-20's). Their value is great and are known for their robustness and tracking reliability. It's not tier 1 glass but it's pretty good to my eyes for my needs, but they don't cost 3K either. If I could build the ultimate SWFA scope, it would be the 5-20 (knobs, reticle, illumination,etc) shrunk down to the 3-15 size/weight or a wee bit lighter. The tall knobs are great for PRS matches when spinning quick and often, but suck in the woods and packs if they can't lock.
I'm still waiting to hear more on this new 2.5-10 hunter version though. I like the compact low profile look. I'd give up a few oz and dollars for an their mill reticle and an illuminated dot in the center. If you could run the turrets covered or exposed and still be waterproof, that would be an awesome value add also. Would probably leave the windage covered and elevation uncovered most of the time post zero.