The good news is that the photos in most ads I've seen don't show all the features. For example the picture in the ad you linked to doesn't show the screw-in sunshade (which ads about another 1.5" to the overall length), or the flip-up front and rear dustcovers.
As far as ruggedness goes, I first got interested in the site when I read a review from a 101st trooper on the customer reviews @ the Cabela's website. He indicated that he had just finished a tour in Afghanistan with AR332 and was very satisfied with the performance. As far as shockproofing goes, although it's built/calibrated for a 5.56, I've shot mine on my AR10 without a hitch. I've only had one customer service encounter when I over-tourqued a mounting bolt and snapped it. I called the Burris folks and the same day, they had a couple replacements in the mail at no charge.