"Night Force"??? We talking the scope company (Nightforce) or what the ATF and FBI have been doing to civilians who own that evil pistol arm brace that the current administration thinks makes the pistol more powerful and has decided to allow the ATF to make laws which they are not allowed to do (does our government even remember a little document called the Constitution)?
Okay, all kidding aside, you are opening a can of worms by asking this question, but yes, NF is somewhat the Nike brand of the sport optics world, they have undoubtedly one of the best marketing campaigns out there, helped by a number of mil contracts and stories of durability that venture from the plausible to the unrealistic.
With regard to the numerous comments about being "overpriced" any scope company is welcome to charge whatever they'd like, the market will dictate whether it is worth it. One thing NF has going in their favor is they haven't had any price increases through the pandemic while almost everyone else has. If NF suddenly raised their prices 80% (ahem S&B) then I think they would struggle in civilian sales. I think Tangent Theta is overpriced, but guess what, they continue to sell scopes at a rate that sustains their revenue so does it really matter whether anyone thinks they're overpriced? If sales of a particular item that used to be high are suddenly lacking, a company typically does a market analysis - has someone else come out with a better/cheaper product, is the economy struggling, etc. Almost every sport optics company offer some kind of sale/deal on products except for NF, ZCO and TT (I'm sure there are others but that's what pops to mind) - Schmidt is an enigma, they have a history of raising prices to astronomical levels in the USA only to come back down to earth after a few years, we are in the down cycle with S&B once again but oddly only on certain products. Schmidt seems to have a love/hate relationship with the US market.
Having said all that, Nightforce does indeed make (or rather spec through an OEM) very good Japanese scopes. Over the years the consensus appears to be to avoid the ATACR 5-25 while all other ATACR's do very well. ATACR's tend to be very limited in FOV at the low end but pick up fast as you increase magnification outpacing some of the competition by the top mag, for this reason I typically do not recommend ATACR if one is looking for increased FOV at low magnification. Are there "better" scopes from other manufacturers that are cheaper? Yes, but you're playing a game of trade-offs, maybe some have slightly better glass but worse turrets, or worse reticles, or worse illumination. NF has a very good feature set for the price that is only bolstered by their reputation. Remember when Nightforce introduced the Beast, it was supposed to be the end all be all scope of the optics world representing the best glass, best turrets, best manufacturing and so on, but where is the Beast today, one can speculate that the market was unwilling to "pay the price" of this top dollar optic and it quickly faded into history.
In closing, the current ATACR series is getting a bit "old", the 1-8 is the newest with the 7-35 already at 5 years old which in scope years (similar to dog years) is getting up there
I would love to see NF come out with an ATACR II that capitalizes on 6x erectors and wide angle eyepieces using the latest glass technology that everyone else is capitalizing on from Japan these days. A 2-12x42 and a 3-18x42/50 would be just the ticket to rejuvenate the MPVO and mid-range class... just sayin'.
OP, for your particular use case, I agree with Reaper and Jzer below, the 4-16x42 is a superb optic for DMR/SPR use