Call the places that sell them...talk to them. They all advertise same price yes. Call and talk.
Do this.
They all advertise the same price because nightforce makes them do it. Call them and ask for their best price, the better dealers will knock quite a bit off. Don't just order one off a website.
When I ordered my last Nightforce the dealer I purchased it from knocked over $200 off the advertised price. They'll deal, but you've gotta call them.
Try sportoptics, eurooptic, scopelist, milehighshooting