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Message: <blockquote data-quote="WJC" data-source="post: 3230468" data-attributes="member: 25191">Brock:I think your .01% is over rated. But, with you being one of my heroes, I won't argue . . . this time!All: Having been in the industry so long, I would like to point out that some companies will spend hundreds of thousands a year targeting a segment of the population. They instill in the minds of the unwary that THERE IS a difference, they have figured it out, and are offering it to the public.That's why some boaters would rather use a beat up, poorly collimated, shedding, Chinese Steiner than a decent bino of another brand. The miracle? Branding, marketing, and the naivete of the consumer, and half of that marketing simply relies on the GERMAN name; they don't know Steiner does not do that well in GERMANY. Not only do Germans know how to create quality, since 1933 they have learned how to spot showmanship.:cat:Bill</blockquote>