Unfortunately many don't know how far technology has gone these days. The common conception is that if it doesn't start with Swaro or Zeiss or Leica it's all c#!p. The japanese and chinese have taken computer controlled machinery to new levels, you will very soon see many binos competing and possibly surpassing the fab 3. Some will scoff, but those who do are ignorant to what is going on in the technological world. At $1200 + the new Alpen high end line is pretty nice, and yes made in Japan.