Nah, fair question. A similar one could have been asked about one or two of the Nightforce or Trijicon offerings.
The THLR reticle is a very big factor for me. Enough so that I almost pulled the trigger on the Minox ZP5 that has the original one - and that thing is a hog of a scope, far bigger, heavier, and long-range capable than I want, need, or am capable of using at my own present skill level. But that reticle offers capability for speed, usability at low and high mag, and low-light usability I'm just not aware of in other offerings, that are very useful for me at my current skill-level and my hunting priorities inside of 400yds. If Nightforce or Trijicon offered it in one of their scopes, I probably would have 3 now and wouldn't be commenting in this thread.
The low-profile turrets and a good zero-stop elevation are another major pairing of factors, along with what, IIRC, sounds like might be the low-end/starting point of HD glass.
Those are all functional issues that put the proposed scope well ahead of an SWFA for me, personally.