For years Leupold suffered from not listening to customers wants/needs. They were late to the party in offering modern reticles, zero stops, and other amenities the long range shooter/hunter desired. Leupold was totally absent in the game of PRS and was considered your granddads scope by many who had moved on to NF, S&B, Vortex, ZCO, Tangent Theta, Kahles, Bushnell, etc. They have upped their game and are finally making their mark in this community now.