I bought the new Aetec Master Series 2.8x10 in Cabela's a month ago or so. It costs abouthalf (if even that)of what you'd expect to pay for the quality you're getting. I have a buddy who's always been a Leupold guy, but he ordered a new Aetec immediately after trying out mine.

If you check around, a lot of on-line stores sell them. I went with Cabela's because I couldn't wait.