Joy. I might be odd but I know which scope I want without having to look over 270 different models. that's simply big store marketing. Lot's of overhead there. Then I guess there's those that'll be convinved that the $25 Simmons they got at Cabelas will be better than the exact same one they buy at Wlamrt for $24.95. Most will go in knowing about Simmons, Bushnell and Leupold. They won't even adknowledge the others. That's the general mentality of ppl at such a place - at least from my observations.