I decided to do a best 2 out of 3 comparison against my pet Swarovski again and now I can see why the SS looked better - it cheated! When viewing the eye chart on a 24" x 18" white board at 100 yards, the SS at 9x had a larger overall target size than the Swarovski at 9x. I know the Swarovski is dead nut at 100 yards since I've verified it's 8.3" subtension measurement. The SS at 9x must be closer to 10x or so.
With the Swarovski at 9x, I could read the top 4 lines of the eye chart at 100 yards. Not sure what the actual power was for the SS at 9x but I could easily read the top 5 lines . . .