I've harped on this a few times over the years: They messed up the marketing with the constant reshuffling/recycling of their product names. "Nikon Prostaff" or "Nikon Buckmaster" mean nothing, because those names were used on widely varying price and quality levels. And that's at the bread-and-butter level of the market: High volume hunting scopes.
Other companies are guilty of the same thing. Leupold seems to have recently caught this disease.
