I read this recently as well, but the offer was more like $900-$1099 for older non HD and non Swarobright EL exchanges.
Maybe what I read was an outdated entry.
If they are offering 7-900 on EL's with retail prices paid for the new stuff?, it's not worth it IMO.
They are doing it because they (and Zeiss, Leica) own the high end market and the markup on new glass is insanely high. They set the market with no recourse for the optics sellers. Mighty Cameraland is a good example. They CANNOT sell new optics reduced from retail prices unless they are "show samples" or demos.
btw...I'm looking for some ELs for my wife for my upcoming bighorn hunt, I'd likely pay more than Swaro is offering depending on the glass.