The concept, and to an extent its execution, are good but there is room for improvement, addressed to some degree by the new 2013 models.
Specifically: the readout is very big and bright, which is fine for broad daylight but too much in low light; ranging/holdover has to be done at 10X because the reticle is in the second focal plane, despite the fact that it is at the longer ranges, where the benefit of higher magnification is greatest, that the holdover system is most useful; finally, the system would be most beneficial with the loopiest calibres, but it doesn't have profiles for these, and its trajectory models start at 100 yards, so it's no use for 22 rimfires or air rifles, which is a great pity - just imagine if you could range and holdover at the press of a button when out lamping bunnies with a .22LR!