Talking scopes is not unlike talking rifles or cartridges. There are a bunch that seem to work well and lots of differing opinions as to what's the best choice. The best option for me may not be the best option for you and your needs. I think that may be where some buyers go wrong as they perhaps do not look at their own needs, but instead simply take a recommendation of see a friend's scope that think is good.
When I look for a new scope, I look at what the rifle's job will be. Will the rifle be used for mostly short to medium range hunting, say out to 150-200 yards tops? If that's the case, then the need for a scope of 12X, 10X or even 9X is not really necessary. Buying higher magnification is not always the best answer and I prefer to choose moderate magnification and then use the $$ not spent on higher magnification for better quality glass.
A 4 or 6X fixed scope can be a real bargain and allow someone to buy quality that wouldn't be there in a similar scope purchase with 10, 12 or 14X.
What do you think? What do you look for in a scope choice?