SWFA is a bad word here at GBO because they tried to divert business from Jon at the optic zone by creating a new link called opticszone (with an "s").
That said, the Zeiss conquests are the best value for the money as far as European 1" scopes is concerned, especially when you consider that their reticles are etched. As such, it is hard for me to recommend, and thus justify, the higher priced Zeiss 1" scopes, or the Swarovski scopes. However, if you really want to spend the extra money, then get a Swarovski 1" American scopes, although I really don't think that you will notice much of a difference, if at all, from the Conquests.
Truth be told, Leupold's new VXIII scopes are far superior optically speaking than the previous Vari-X III scopes. They also have 1" tubes and are, in my opinion, better than the Zeiss Conquest, and about the same money. Keep in mind that although I own a few Leupold Scopes, I am not necessarily a Leupold fan because I think that they are over priced for their respective price category. However, the new VXIIIs really are great scopes. I bought my VXIII 3.5x-10x-40mm from Jon at the opticzone and mounted it on my Kimber 8400 Montana - what a great combo.
Zachary