That is funny. The concept of spending as much as or more on a scope than the rifle it sits on is foreign to most guys I know as well. Majority of friends may be hunting fanatics but aren't gun fanatics, let alone optics.
Our hunting camp is ruled by Simmons, Tasco, Bushnell, etc. with maybe an old Redfield, Weaver or Burris thrown in. If you show up with a Leupold on your rig you must be living the good life. Forget about the difference between a VX-II, III or 3. Euro's aren't even in the conversation.
Of course, guys kill critters every year and have no optics issues that they are aware of. Sure they can look side by side through a Leupold, Swarovski, Zeiss, etc. and appreciate the difference but that doesn't mean one will end up on their rifles. Heck, most of them bowhunt more than firearm hunt these days due to the longer seasons.
Comes down to what you use it for, how hard you use it, how much money you have to spend and what makes you happy.