I've owned a 740, 760, Aquila 6x & a Phantom with the lens doubler.
The Aquila is the one I'm hunting with this year due to the clarity of it.
That being said the Phantom is a better option for first time buyers, due to the fact you can switch between 4x or 6x. The built in IR is good for almost 200 yards. Add a T-20 style IR and your ready for anything. Also the phantom will run on AA or cr123's a nice option. I also find the reticle to be clearer in the Phantom than a 740/760.