I have a Swarovski Z3 3-10X42 (BRH Reticle) on a Fierce Fury 7mm-08 and a Burris FFII 3-9X40 Ballistic Plex Reticle on a Kimber Montana 6.5CM.
The Z3 is a bit brighter but for my hunting range which maxes out at roughly 500 yards the FFII does everything I need it to for 1/4th the cost.