There are a lot of good options out there. Each have strengths and weaknesses.
I personally like the option to dial for longer range on almost any rifle, provided the turret has a zero-stop and zero-lock. If it's not a tall turret and it locks, I see no disadvantage. I think Leupold has the best system so far. The illumination is lacking though, both in max brightness and adjustment. I also don't like that the other reticle options have a large portion illuminated, rather than just the dot if it's not the firedot. Despite the limitations, the VX5/6 are a good value when you get them at often discounted prices and I have several on my most used hunting rifles.
For illumination, the Zeiss Victory scopes have the best setup. A button on the ocular surrounded by a knob to adjust intensity, the quickest and most intuitive ergonomics. The dot is an extremely fine point and can go from night time dim to full sunlight bright range. I wish Zeiss would offer better reticle options, for wind hold at longer ranges. Great optics and eyebox on the V8 - I was able to shoot flying birds while using the scope on my BD14 even.
I haven't been a Swaro owner until recently. I got a Z8i 2.3-18x56 with the 4W-I reticle. This is the perfect reticle IMO for maximum utility. Clean enough for snap shots in thick brush yet able get accurate wind holds on longer shots. Shame on Swaro for not offering it in the rail version of this scope. The illumination isn't up to Zeiss standards, but it's good. My main complaint is the dot is a little too large and the brightness adjustment is button tapping rather than a knob. The 3 position switch for night/off/day illumination settings is clever though. The optional ballistic turret is ok, but the locking feature is a lot less elegant than Leupold's solution, or even Zeiss for that matter.