they also

-dont make different "grades of optics", like riflemen,vx1, vx2, vx-III,VX-3, vx-7,vx-6, etc
-produce less scopes in a year than some produce in a month
-dont use fancy marketing hype like diamondcoat and index matched lens system
-dont have scopes with a lot of travel vs comparable competition
-dont have lightweight scopes comparably speaking