I always figured at least 50% of the deal was being able to see. If not 99%. Customer service is one thing to consider, but I try to buy the best glass I can afford, almost regardless of CS issues.
FIgure the cost of guns, travel, tags, time etc.. I damn sure don't want to just go buy a lesser quality glass because IF something happens to it, they will fix it quicker.
Kinda figure too, doesn't everyone have a backup scope and back up binocs for bad times? I mean that too, would you go on an out of state trip without backup?