I run a fixed 48x March on my RFBR rig. It’s great glass. For BR it helps to see fine mirage. The first time I used it I thought it wasn’t sharp - in fact the scope is, but the air wasn’t - it was my first time clearly seeing faint mirage.
$3k scopes should have superior chromatic aberration, clarity, and edge to edge sharpness over a $1k scope. I’m not a scope snob but the differences can help and I’m putting top grade scopes on my competition guns.
As for having an unlimited budget, I’m sure there are some who buy them all at one time but I doubt most do.
I haven’t studied the Athlon much but I have a similarly spec’d Sightron that I will bring along to compare against any of these options. If the scope in question doesn’t image better or range find better than my Sightron, I’m not going to buy it. As well, there is also the important thermal shift question. The $3k scopes had better not thermal shift much or else their value is highly questionable (hence the unpopularity of the Gen 1 S&B). March advertises minimal thermal shift which is obviously promising.
David