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Message: <blockquote data-quote="DHC" data-source="post: 1534868" data-attributes="member: 78106">Hi Frank,We decided to lower the retail because we want to be a sales oriented company not necessarily a marketing driven company.  Marketing is very important, but as a small company we need to rely on word-of-mouth, price, performance, and service to become a strong brand.  We come in lower in price with more features and we might attract a crowd is our thought.  Of course we make less profit on our end, but we don't have to feed a massive marketing department like the larger companies do.To address your questions about field-of-View in the Caldera's, here is my response:There is a specially designed eyepiece used in the Caldera's that requires an extra set of lenses making the wider FOV possible.  This is a result of high-level US-Engineering that we have in our office in Sisters, Oregon.  We have a collimator and have tested these binoculars on the collimator and in the field.  You can go in the field and do the test yourself and see an obvious difference compared to most standard roof prism binoculars.  I have done the field test myself on a target with known size at 1000 ft away. The distortion you get at the edge appears to be about normal for a binocular of that caliber and price point.</blockquote>