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Message: <blockquote data-quote="captain vallo" data-source="post: 1850131" data-attributes="member: 12753">Clive I am sure you are right on the bikes , but I cannot comment on whether this is the cause of diminishing  sales. Perhaps the marketing guys think 'fuel efficiency' is the last thing on most bike buyers  minds (it appears that way to me). The question is how many bikes are being purchased as daily or at least frequently used in necessity over pleasure, but what you are saying is that there is a significant gap in the market.Its a very different set of  issues I thought we were discussing related to bins. Unlike the bikes, surely this market is already saturated with every price/brand/quality permutation possible, and as far I am aware is the case with most products. Back on topic, I like to think that the high prices commanded by these top products are due to manufacturing to the very best standards, the very best research and design, the very best in quality control throughout. If the big boys are making money, then hopefully there will never be a cheaper Swaro or Zeiss just to get market share, but I'm a snob. Unlike many products, I do not feel that its simply the badge that ensures premium prices. My other passions include guitars and cycling, both have equivalent premium brands to some degree but you do find that most the big boys eventually succumb to wanting market share over exclusivity. (was about to get into a whole marketing thing then about rebranding etc)OK, if I compare my binocular collection in my garden on a bright sunny day with the sun behind me and the viewing object, then it is difficult to justify the huge gap in RRP costs between my helios AM6, the KiteForster, the swift ultralite, Bushnell Elite or the SV EL (all 10 x 4?)......... .... But throw into the mix - less than ideal lighting or conditions, prolonged use, pride, warranty, customer service, use, performance, eyestrain, headache, ergonomics and perhaps most important, the true cost of ownership, then it will be the SV every single time.BTW - I use RRP as I generally buy everything used or heavily discounted, including bins (e.g. Bushnell Elites at half price last week). These SV's were the first 'only slightly' discounted binocular I've ever bought which perhaps demonstrates just how good I think they are.</blockquote>

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