I've used one with the shr reticle for the last year and I love it. I was going to sell it to fund some other stuff, but sold an extra swfa UL instead and decided to keep this one.
The eye relief is a little shorter than some, but I don't find it to be a problem. Glass is absolutely crystal clear and very bright in low light.
It tracks like a gem (I've used it out to 500) and holds zero. I've got about 1200 heavy '06 rounds on mine and I bought it used and still going strong.
The reticle could be a touch thinner.
Would I pay $550 for one? I would if it had the bullet proof reputation of swfa for durability. Maybe it is, but we don't know. I definitely would if it had an exposed elevation turret. If I can put another 1200 or so rounds on without issue, I'd probably pay MSRP if I was going to buy another