Well that's why there are so many manufacturers out there. Everyone's opinion is different.
Currently I have a Horus, Nightforce, IOR, Millet, EOTECH and S&B scopes in my collection. I like HORUS, as does the US ARMY shooting team, but as I shoot long range their max magnification isn't sufficient for me.
I think Nightforce and IOR make good scopes for the money and the IOR 2-12x32 sits on my FAL and gives me tha ability to shoot everything from CQB out to 800 yards with no issues. The Nightforce sits on my 338 Lapua and I have no issues with it. Price/performance it's very good and probably the reason they have DOD contracts.
The EOTECH has it's place for CQB only but beyond 300 yards the illiminated reticle screws up target identification. For me, beyond 200 yards, I turn the reticle off and use the BUIS through the EOTech window.
Millett is a reslly good deal for the money on my plinking 308. Their customer service is great and I shot a 0.25"@100yds group with the Tikka and this scope.
The S&B is sitting on a .308 AI which is due back from custom paint later this month, if i'm lucky, and does a fine job, but compared to the NightForce it's very expensive.
My ideal scope on a .223, is a 1-4x with a dot or crosshair and illumination. Illumination allows for fast 1x open eyes target acquisition. 4x gives longer range id and engagement. A renging reticle is also good but normally I zero at 50 yards and this gives me the same point of aim through 200 yards, give or take a couple of inches.