Scampo and ThoLa, you both make some excellent points about the Zeiss. I'm sure that if, like the both of you, I'd chosen one instead of the Swarovski, I would have been equally satisfied with it (and perhaps also the Nikon). Of course there are faults with the Swaro, and yes the zoom is rather tube-like at 20x, but I'm still happy to live with it as a compromise, having weighed-up the competition. When I bought it, I knew what I wanted, but had it in mind that if there was a substantially better scope available, I would give it serious consideration. It's just my personal view that the others weren't better (taking into account, cost, quality of image, ease of use, weight, construction and design etc), though some are admittedly better in some of these respects.
A price difference of £300 would not make a huge difference to my choice, on something that should be a once or twice in a lifetime purchase, though I can recognise that it might make or break the deal for some. I had no idea that there was such a price difference in parts of Europe, so yes, it's a bit of a no-brainer to pay so much more for one make, when the competitors are about 50% of the price of a Swaro in parts of Europe.
If indeed I were being paid commision by Swarovski, perhaps they would answer my request to design a true wide-angle 25-50x zoom, which would be my ideal eyepiece. I doubt it though!