Well, here's a short story. I bought a used Mk V .300 Wby in the 1980s. It came with an already old Leupold 2-7X scope. I hunted with that setup for two or three decades. After my first trip to Africa with it, where it performed flawlessly, I decided it was time to upgrade.
I bought and installed a new VX-5 Leupold, and that's when a bunch of trouble started. It was maybe the most aggravating, frustrating thing I've dealt with in a rifle. I was also changing my loads and bullets at the time, so it took a bit to ferret out the actual problem. Everything would sight in fine, and then at random times the zero would wander off. Several inches. Then it would shoot perfectly again for a while. Off the scope when to Leupold. They send it back and say nothing is wrong. Long story short..... after some trial and error I just determined it was a bad scope. Every rifle I tried it on went to crap. I bought a different setup for the .300, and the rifle has been just fine ever since.
Sometimes "upgrading" causes new problems. The old Leupold 2-7X? It lives on an old Browning Safari .375 H&H now. Pretty darn reliable too.
If you want to get a quality scope that will last a lifetime, Swaro or Zeiss are excellent. But, if you look in my gunsafe, you'll see 90% Leupold. I've had 20 that work and one that didn't. I have some illuminated reticles. Mostly, I never turn them on.
I have one Trijicon and like it.