The 10X Bushnell gets good reviews, but its hard to find any info on the variable. On paper, I too have narrowed it down to the Bushnell variable and Falcon for this price range with exposed turrets, sufficient internal adjustment, etc. The Falcon really seems like the best deal going, but they are a relatively new company and their warranty isn't great. For less money the 3-10x Mueller TacII seems excellent, but it has knobs with caps.
I've read every review I could find at the Hide, M4, longrangehunting, opticstalk, etc., etc. The Falcon seems great, but I just can't seem to convince myself to get one. I am usually willing to take a chance, but right now I don't 'need' a new scope so this is my excuse.
I have read more than a few reviews that said the optics on the Falcon are very similar to the MK4. I can't say since I've never looked through Falcon. I have looked through MK4 scopes, and while their mechanicals might be good I'm really not impressed with their optics for the money. Hence the desire for something in the Falcon price range.
I was holding out for the new Vortex tactical thinking it would be in the $500-800 range, but according to one vendor Vortex has focused on competing with NF but at $1000. Apparently they are very serious about dethroning NF for this level of quality at a much lower price, but we'll have to wait until SHOT to see if they got it right.