If you were to be able to look through one, you'd understand.
First off, they are magnified, unlike red dots. But they come in magnification from 1.5X to 4X. On top of that, the reticles come in various configurations. So you can easily pick a scope that fits you, and suits your needs.
They also don't need batteries. And the light gathering capabilities are second to none. As a matter of fact, I can see better through my compact ACOG at night than I can with my naked eye. Not quite night vision, but still quite nice.
They are built tough, provide fast target aquisition even with magnification, don't require a second power source, and to boot use BAC which allows the shooter to use the scope with both eyes open. What's not to like?
Throw in the excellent customer service (and I've dealt with them), and they are well worth the money.