For most scopes, the exit pupil on the low magnification setting is not equal to objective diameter divide by magnification. On low power, you are not using all of the objective.
At higher magnifications, it is. For the Swarovski you mention, on 2.3x, the scope is using only a bit over 18mm of the objective. Exit pupil stays right around 8.1mm until you are around 7x. That is the point where the scope starts utilizing using the entire objective and continues to do so as you go up in power.
With higher erector ratio scopes, the overall system is a lot more complicated: more optical elements are moving with respect to each other as you zoom up and down, so optimizing all of that for a larger exit pupil size is substantially more difficult.
It is not difficult to make large exit pupil on low power, but if it is not optimized right, it will look horrible. It is much easier to have a well optimized large exit pupil on low power with a scope that does not have a very high erector ratio.
This is most observable with low power scopes. Look at the spec table in this piece of 1-8x scopes:
http://opticsthoughts.com/?p=2410
Notice than the exit pupil of Nightforce NX8 on 1x stands out as being the smallest. I did not test the NX8 for that article, but got my hands on it for a little bit at a later point. I really like the illumination on that scope and the size, but it is notably harder to get behind for me than with many competing designs. It is not bad, but it is noticeable.
When I looked at the Blaser 1-7x24, I compiled another data set with different scopes:
What I found is that for me, for a LPVO, above 10mm does not make too much difference, but once you start getting below that, I am a little slower getting behind the scope. It may vary rifle to rifle depending on stock fit. I did my experimentation on the same AR for consistency.
One of the reasons you pay a lot more for the ATACR than NX8 is that 1x exit pupil, but ATACR is also measureably longer. That makes it kinda impressive that March almost made it to 10mm with their 1-8x24 Shorty.
I am not awayre of any 1-4x scope that has a 1x exit pupil smaller than 12mm and several were in the 15-16 range.
It is simply easier to design a lower magnification erector scope.
ILya