There is such a thing as perceived value, and most people are not willing to pay the same or more a fixed power than for a variable.
And indeed, why should one pay more for a fixed power scope than a variable? They're no better in any way, resale value is worse and the magnification isn't flexible. There are times when 10X magnification is useful and times when 2.5X magnification is more useful.
By the way, I could buy probably a dozen different gloss rifle scopes on MidwayUSA right now. In addition, with just a little shopping I'm quite sure you can find many gloss scopes on the used market right now.
