A number of the major scope manufacturers are offering and developing new reticles which offer the Hourus and Tremor (like) functionality, but do not pay the royalty, which can drive the price up by $350 +/-. Take a look at the Razor HD, Kahles, NF and to a lesser extent S&B.
I talked to a few factory scope employees at the NRA Exhibit a few weeks back, and everyone seemed to be looking at options. The hold-over / Christmas tree functionality is widely appreciated in the market, and I heard a lot of talk about new options coming as well.