Who cares, hardly a leading major brand even if it's because of shooting. So many scopes are just re-badged far eastern offerings anyway, there are plenty of scope only brands to keep us entertained. The day Swarovski quit will be a major issue. I dont use or like them them but they are cutting edge tec in terms of investment into electronics to make scopes even more appealing to certain markets and bear in mind they cant even sell to all of them. They are twitchers paradise brand too with royal warrants.