I know everyone gets out the
magnifier , at least in a mental way, to scrutinize each and every binocular feature when getting ready to spend the big dollars on a
premium binocular. This is as it should be, of course. If you are spending a lot of money on a
binocular, you want to know what your money buys. From time to time, though, I have to remind a customer that
buying a premium binocular is also an emotional decision as to brand preference, loyalty and that last little bit of irrational impulse. Hey, we aren't robots or a computer, after all. The swing factor on some of my prestige binocular purchases has been some of the most unlikely things - things you will never see in the specs. I'm not about to embarrass myself by revealing all. Just want customers to know it is okay to make that final decision on instinct and intuition.