Best of luck to your son! He certainly doesn't need a Zeiss, but everyone always says to get the best glass you can afford - it's kind of true, but I'd say the $200 mark is about where you move from "reliable" to "bells and whistles." (Waiting for people to disagree with me on that
)
So if he can scrape it together, a Burris or less-expensive (perhaps even used, given their warranty) Leupold would probably suit.
However, I still certainly consider that a chunk of change to drop. So if he's looking to budget, I think the Nikon Prostaff is alright, and he could do one of those with magnification up to 9x and an objective lens 40 or under for well under $200 new, maybe even $100 on eBay.
I honestly like Bushnell as well. I have a 20-50x spotting scope that I use on the bench, a laser-rangefinder, and a 10x pair of binocs that are all Bushnell. I think they're all solid optics. I haven't tried their riflescopes, but I do think it's a brand that deserves more credit than it gets.
Anyway best of luck with the shopping and hunting!