There was a time when compact lightweight scope was a priority. I still wouldn't go too big, I don't like 50mm objectives nor lots of X's. But I'm finding a bit bigger scope is often worth a little extra weight. And a lighter weight rifle means you can go a little heavier on the scope.
Good point...for me the fit, looks and handling kinda get all rolled into one...i wouldn't hesitate to put a Meopta meopro 3-9×40 on a model 7 or 700 mtn rifle...in fact I used to have a .30-06 700 mtn rifle with a zeiss conquest 3-9×40 in talley lightweights...another good combo.
