Pricing always matters, but with a lot of the red dot prices not being very far off Trijicon I always wonder how much market share is there esp. for an SRO use case. The plain RMR I've said for years is durable but optically garbage, even before everyone jumped into the handgun optic game and RMR could do no wrong, the RMR HD at least addresses that. The MRO release was a fiasco, so Trijicon is far from perfect.
The Defender ST is a good example, yes it's apples/oranges to an SRO in use, but let's make a pretty safe assuming that the XL is at least as expensive. Street pricing seems to be around $350, but I've seen SRO's recently in the $450 range.....not that $100 is nothing, but it seems like most folks would cough up $100 to run that over Vortex. Esp. with the Trijicon being USA made and the Vortex from China. Holosun 507 comp and some of their red dots that are pushing $400 street price are the same. If they were half the price I could see it but they are getting to be really close in price point.
Then again, people pay criminally insane prices for SIG stuff, so I guess marketing hype play a huge role with the average consumer. Plus at the end of the day more competition is likely always a positive.