I had a chance to sit down for a 40 minute face-to-face with the CEO of U.S. Optics, John Williams III.
Behind the Reticle: U.S. Optics
I got some video of some of the scope building process as well. 
That is fantastic, thanks for uploading this! Jeff at USO put up with all my questions when customizing my SN-3 1.8-10x37mm T-PAL, one of the first sporting the C2 reticle and digital rheostat. Absolutely love the scope to death, wouldn’t give it up for the world. Nothing but a top notch, high class company.
Great product, but there new website is un usable why they have to make it so complicated?
You are the first person I’ve heard that claims the new website is complicated.
New website is 472922x better than the old one. There are still some custom options not listed though, like engravings or left-sided windage knobs. Maybe they’re secret perk options for diehard USO fans. 
John addresses this in the interview. Still a lot they want to put up there. If you find something lacking, shoot them an email with your suggestion.
Jason from USO is a member over at LRH there has been some discussion on it over there. I agree its better than the old one but I cant figure it out. I think it would just have been better to list the scopes with drop down menus with the options you want. The pics and discriptions are better but for someone who is not intimatly fimilar with optics its going to be a struggle.
Quite the contrary. I sent a guy there for his first ever scope purchase. The only question he had was in regard to a “windage stop” knob which didn’t have adequate description on the sub-menu. He loved the simplicity of choosing the individual options one step at a time.
Thanks very much for doing the interview, and posting the link. A good friend at work is doing the “Nightforce or US Optics” dance. This will be useful for him.
Glad it worked for him