No dummies at Nikon. Take what works, make it better, or build something else on the same principle. Hence the logic behind their new M308 Ballistic Riflescope for AR platform rifles. See the full writeup at
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Meh, I don't think they're limiting themselves with the name. And you're right, just because it says AR on it doesn't mean it wouldn't work on any .308 rifle. The only issue I see for the drop compensation capabilities is a shorter distance between the center of the scope and the bore line on the rifle. Where it's probably a good 3" or so on an AR-10/.308 rifle.
Aren't they limiting themselves by stating it's for AR platforms. wouldn't it work well on an M1A scout squad which has an 18" barrel