SHV: Nightforce quality. Simplified features. Reduced number of options. (I have one on a hunting rifle, and one on an occasionally used target gun. Great value.)
NXS: Super durable. Proven product. Plenty of SFP options. (I have owned one, but have upgraded to ATACRs, mostly.)
ATACR: Incorporates best current tech - better glass, more adjustment, faster dials, FFP options. (My favorite scopes.)