Well it is just good business. A lot of firms are so bent on cutting costs, that they just don't "get it". The scope business is ultra-competitive these days. Bushnell with their Elites, Nikon with several good lines, Leupold, Weaver, Sightron, Mueller, Zeiss even offering affordable hunting glass. Those are just the ones I own or have researched. On top of that Optics Planet lists 36 other manufactures. Standing behind their scopes like this will help Burris set themselves apart.