500Nitro,

I definately see your point, but I would think that it would be wise for Swarovski to price itself at least resonably near Zeiss, S&B, and Kahles. Which it turns out they did.

I see that the price for a Z6i 1-6X 24mm with an illuminated reticle is actually available for US$1889.

I also see that this magnification is available with 2 different eye reliefs. One is the regualar 9,5cm, while the "EE" variant has 12cm of eye relief!

The illuminated ones look quite unconventional, but IMO function matters more than fashion. And the non-illuminated ones look just like normal.

Erik