AR10s have always had more reliability issues than AR15s. It hasn't been until relatively recently that some of the big players have gotten the bugs worked out.
The question becomes, how reliable? If you want the most reliable then you've got to pay for it. Manufactures with large US and foreign contracts are a good place to start and a relatively short list (read LMT, KAC and HK.)
If reliable enough is what you're looking for, then the market opens up a lot. Building 308 ARs is more of a gamble than buying a quality one as you can't control all of the critical specs. For general plinking and hunting the market is wide open.
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