I don't always buy into the theory of you get what you pay for. If this theory were true it would mean I would need to sell my Ruger's and Savage's and buy Kimber's or Cooper's in order to have "the best product." But the truth is, Ruger and Savage perform suprisingly well at a fraction of the cost. Sure I expect quailty, but to me quality isn't necessarily dictated by price. In all products, from clothes, to trucks, to optics there is a certain image associated with certain brand names. As I stated before, Leupold's are great scopes, but how much are you paying for the name? For one thing, I prefer matte finished scopes and Leupold charges a ton extra for matte finish. Secondly, in order to get a Leupold with the same features and same quality as the Bushnell Elite you have to bypass the VX1 line and jump to the Vari-XIII line, which generally start at over $400.00. And lastly, although it's not important to some, with a lot of their scopes Bushnell includes a sunshade at no cost, which Leupold wants $20.00-$40.00 for.