Kahles, is it a gimmick? : I have 2 of them, both 4x12x52...

 

rotate counter clockwise until the turret hits the internal stop, then move the pointer to Mode C

 

 

and you have set the turret to always stop at your zero point.

 

2.  You can set your yardage marks at whatever distance you want by moving the adjustable markers

 

 

I set my zero stop at 200 yards (you don't need to use one of the markers for your zero since it will always stop there), this pic shows the turret stopped at my zero for 200 yards and the 1st marker set for 300 yards

 

 

here the turret is rotated to the 400 yard mark

 

 

or you can use it for odd yardages like 440 yards

 

 

3.  The scope is transferable to any rifle and you can make it fit the new trajectory just by resetting the yardage markers.  You could use it on a muzzleloader and set the marks for 50, 100, 150 & 200 yards or on a 1000 yd bench gun and set them for 400, 600, 800 & 1000. 

 

 

I guess the main difference is that it has the zero stop, you don't have to worry about losing your zero and you don't have to remember how many clicks to use for the yardage you are shooting.

 

I have mine on a 280AI and a 338RUM and no problems yet.