The F1 is $2290 from just about everywhere. It is $2467 from Optics Planet and I don't know why. The rings are a $163 value so the scope is actually $2127. So basically a $244 difference without counting the rings and $407 including the rings. These can be had for better than advertised, just call any of the Hide sponsors and tell them you are a member here and you will be surprised at the price you will find.
The F1 is part of the NXS line so your eyes must be playing tricks on you or something...