I often ask myself how much binocular one needs and at what price. The so-called alphas are very expensive and are presented as lifetime possessions, but then, what does one do when later models or editions come out? And how far can improvement be substantial enough to merit an additional purchase? It has been pointed out that additional increments in performance become increasingly expensive. Does this mean that lesser producers will eventually get close enough to the most prestigious brands so that any difference in quality becomes negligibile and does not justify the price difference save for the ego involvement in being a conspicuous consumer? There are so many opinions out there, colored by subjectivity rather than a respect for the truth, that coming to any reasonable conclusion is truly daunting. Will it all come down to advances in coating technology? And if not, to what?