Looking at the site, apples/apples the Gen 3 versions of the exact same scope are $1500 more. So, for the quality and performance level, getting one of these at $1500 less looks like a solid value to me.
Comparing to another company offering, you would need to compare overall build quality, ruggedness, and the tube/image quality. I don't know a lot about NV other than all the military issue stuff I've used over the last 2 decades, but I have a hard time imagining that there are many comparable scopes to these for the same price. Whether ~$3k is worth it in terms on one's budget is an individual matter.