My Thoughts on S&B and high end optics in general:
Price: Lots of folks are running up the prices right now. I have heard from several makers that they are running backlogs. Maybe they are bullshitting me, maybe not, but it gives good reason to run up the prices. As long as more people want your product than you can service raise the price. That's basic economics. For my part I wouldn't buy one of these $3k + scopes. They just don't offer enough advantage. Of course I might change my mind if I made $150k a year.
Quality: I am hearing less about problem turrets, and Frank mentioned a reasonable fix. Also, the 3-20x ultra short looked fine to me unlike the 5-20x ultra short last year. I'm not convinced of any real QC problem.
New stuff: I'm not really sure what folks want. In the last few years new optical designs have been falling from the sky like rain. Lots of money from sales combined with new high powered design tools have completely changed the landscape of optical design. If anything, there are a glut of models on the market. It looks to me like S&B is focusing a good bit of their design energy on next gen optoelectronic stuff and bird in hand military requests. Despite that they still came out with the 3-20x ultra short (which has new turrets as well) and the 12.5-50x56 field target II (with accurate parallax markings). Here is a photo of the optoelectronic prototype. The scope function fully independently from the electronics with an LCD HUD that works on similar technology to beam splitter illumination.
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The 1-8x: I have been following this soap opera for close to 4 years now. There is no question that this is a black eye. Standards that are possibly too high, failures to deliver, and now bad product decisions. It's just a mess. I disagree with any assertion that the 1-8x market is small. It is not, it's just small at $4,000.
Competition: Good, better, and best are much closer than they have ever been. Leupold, March, Kahles, Vortex, Steiner, and Nightforce have totally changed the game in the last three years. Vortex seems to be making a huge play on the high end market with the Razor Gen II's at $2.5k, and Leupold could have taken an even bigger chunk if they hadn't jacked up the Mark 6 3-18x price $1k for illumination.
Putting those $2-$4k competitors aside, Burris has stepped up with the XTR 2 scope and delivered a gen 2 ffp mildot, matched 8 mil per turn ZS knobs, and parallax knob integrated illumination for $1,200. The glass looked good alone and I am anxious to get it next to some comparisons. I'm sure it won't be earth shattering but if these prove durable, that much functionality at that price is very compelling. Yea, I know, that (unspecified Asian manufactured Burris) scope is no S&B but lets not pretend that first tier scope buyers always buy first tier for all their guns. Sometimes a good scope at a great value means more money for other parts of the budget. Good, better and Best are much closer and far more functionality can be had at lower prices than before despite the much higher prices charged by some makers.
To summarize: Is S&B imploding? No, they had some initial problems with a new turret design, the 1-8x project blew up, and the 5-20 ultra short sucked. The only one of these problems to affect a core product seems to be solved and the other problems are a peripheral model I expect them to soon drop and project that is more of a pr embarrassment than anything else. I don't know their books, but their product line up seems healthy to me.
Price: Lots of folks are running up the prices right now. I have heard from several makers that they are running backlogs. Maybe they are bullshitting me, maybe not, but it gives good reason to run up the prices. As long as more people want your product than you can service raise the price. That's basic economics. For my part I wouldn't buy one of these $3k + scopes. They just don't offer enough advantage. Of course I might change my mind if I made $150k a year.
Quality: I am hearing less about problem turrets, and Frank mentioned a reasonable fix. Also, the 3-20x ultra short looked fine to me unlike the 5-20x ultra short last year. I'm not convinced of any real QC problem.
New stuff: I'm not really sure what folks want. In the last few years new optical designs have been falling from the sky like rain. Lots of money from sales combined with new high powered design tools have completely changed the landscape of optical design. If anything, there are a glut of models on the market. It looks to me like S&B is focusing a good bit of their design energy on next gen optoelectronic stuff and bird in hand military requests. Despite that they still came out with the 3-20x ultra short (which has new turrets as well) and the 12.5-50x56 field target II (with accurate parallax markings). Here is a photo of the optoelectronic prototype. The scope function fully independently from the electronics with an LCD HUD that works on similar technology to beam splitter illumination.
.
The 1-8x: I have been following this soap opera for close to 4 years now. There is no question that this is a black eye. Standards that are possibly too high, failures to deliver, and now bad product decisions. It's just a mess. I disagree with any assertion that the 1-8x market is small. It is not, it's just small at $4,000.
Competition: Good, better, and best are much closer than they have ever been. Leupold, March, Kahles, Vortex, Steiner, and Nightforce have totally changed the game in the last three years. Vortex seems to be making a huge play on the high end market with the Razor Gen II's at $2.5k, and Leupold could have taken an even bigger chunk if they hadn't jacked up the Mark 6 3-18x price $1k for illumination.
Putting those $2-$4k competitors aside, Burris has stepped up with the XTR 2 scope and delivered a gen 2 ffp mildot, matched 8 mil per turn ZS knobs, and parallax knob integrated illumination for $1,200. The glass looked good alone and I am anxious to get it next to some comparisons. I'm sure it won't be earth shattering but if these prove durable, that much functionality at that price is very compelling. Yea, I know, that (unspecified Asian manufactured Burris) scope is no S&B but lets not pretend that first tier scope buyers always buy first tier for all their guns. Sometimes a good scope at a great value means more money for other parts of the budget. Good, better and Best are much closer and far more functionality can be had at lower prices than before despite the much higher prices charged by some makers.
To summarize: Is S&B imploding? No, they had some initial problems with a new turret design, the 1-8x project blew up, and the 5-20 ultra short sucked. The only one of these problems to affect a core product seems to be solved and the other problems are a peripheral model I expect them to soon drop and project that is more of a pr embarrassment than anything else. I don't know their books, but their product line up seems healthy to me.