$500 for illumination is not being competitive, especially when it's standard on everything from a Leapers to a Razor.
Come on... With the vortex AMG it's the same price regardless. I have to feel like it's one of those features that on any scope $2k and up shouldn't really be a consideration.
Even on their "standard" reticles it's a difference of $2599 to $3249. I still don't like how they charge +$300-$500 for a H59 or Tremor 3 reticle. In my view if you're actually trying to make the absolute best scopes on the market.
I love leupold optics, but it feels like I'm going to a goddamn car dealership with the 'extra costs' associated with a good reticle or illumination. These things shouldn't be looked at as add-ons to widen their profit margins.