Pro's: First focal plane reticle, great glass, solid repeatable .25moa clicks, 100+moa elevation adj/90+ moa windage, built like a tank, side focus, 30 day money back you don't like it give it back we'll give you your money warrranty, 2 year if it needs fixed we'll send you one to use in the meantime warranty, lifetime warranty. Friends with Ziess' and Swarovski hunting glass have said their glass was almost as good as my XOTIC's
Con's:56mm obj (non-issue for me as my Savage has a Farrell base that sits high anyway), scope is huge and heavy (again, non-issue for me as my precision rig is not a field gun for high speed low drag work), new company (but I trust SWFA to honor their stuff).
A coupla guys at sniper's hide did prototype testing on a .50, 338LM, and thousands of 308 round.
One of the fellows almost did permanent damage to himself from the recoil of how many 338LM rounds they shot (no damage to the scope).
I love mine and can't wait for when they're $1200+ when I got mine for $799.
I'd put one on a CheyTac if I had one.