It seems lately that the trend isn't as much about making scopes "better", but seeing how much extra stuff they can add on to them. In fact, I think the optic world has just about peaked in terms of clarity and sharpness, which shows with the large number of brands offering very good scopes (>92-95% transmission) at competitive prices. It seems now most makers want to see how many bells and whistles they can bolt on to attract the next potential buyer. Scopes are getting bigger, with larger tubes and gigantic objective lenses, and have some of the most complicated reticles I have ever seen. You can get lighted reticles, range finding reticles, circle reticles, and some reticles that don't even make sense. You can get them in 1", 30mm, and even 35mm tubes, with prices approaching that of a down payment on a house. Fact is, some of the scopes have simply become too complicated and too expensive.
Now, I understand the needs of the target shooter are completely different than those of a hunter. I shoot tactical rifles with mil-dots, hunting rifles with standard duplex, and target guns with fine X-hairs. However, reality is, virtually all my shooting needs could be covered with one scope type. But, human nature is never about what you need, but about what you want.