Just as a trivial fact I was just in Yellowstone National Park and I saw a lot of spotting scopes in use and every one was a Swarovski. Swarovski just has good marketing with the outdoor folks.
They have good products and EXCELLENT marketing.
BTW, if I had to get a new scope today, it would be the ATS 65mm, NOT the ATX. However, my Nikon Fieldscopes are still going pretty strong.