I have been wondering what the difference is in markup among scope manufacturers. There are companies out there (Athlon comes to mind) that are producing scopes that are feature rich, have lifetime warranties, and for all intents and purposes seem to be performing well (mine does). Then there are the Nightforces, March, and others that have the same features, no warranty, and are in some cases twice if not 4 times more the cost. I have a Nightforce too, and I like that scope equally as much as I like my Athlon, but quite honestly I don't know if I can logically justify the cost difference. I would love to be in a position where I could go out and buy one of the true Alpha type scopes and see if the juice was worth the squeeze...