Cabela's has four "Super" stores for lack of a better term. They are much bigger than the other stores. One of them is in Fort Worth Texas. I worked there part-time from August 2014 to November 2016. I worked there because of the dealer programs available, especially the ones available for firearms and optics. I wanted to upgrade all of my scopes and was able to accomplish that. Examples of discounts are eight Leupold products a year at 60% off MSRP and the same on Vortex except you could get ten of their product at 60% off MSRP. Think there might be a huge mark-up on optics at the retail level? The store discounts suck until you've been an employee for seven years.
It evolved very quickly that I became the optics mounter when I was working because I'd been doing it for years and we had fewer returns and screw-ups that way. Some days I'd spend my whole shift mounting scopes, some days were wholely spent behind the counter selling scopes and guns. I learned a lot and was able to check out MANY different scopes and brands. The most important lesson learned was this: Everyone's eyes are different so some scope brands you will see better through than others. What that that means practically is that when a person poses a "which scope" question on a forum, they can receive some decent advice on durability, tracking, ergos and eyebox but no one can give the OP relevant advice on optic lens quality. If the OP isn't able to look through the scopes under consideration then it's a crapshoot.
I digress though. I don't know how many times someone would walk up and say something along the lines of, I want a really good scope for shooting out to 500 yards with a 30mm tube, 50mm objective for under $200.00. My normal response was "Check on aisle 5 next to the unicorns". "You get what you pay for" holds true for optics more than any other type of product I have experience with. There is also a point of diminishing returns in scope pricing which for me starts at roughly $750.00, give or take. There are subtle differences in better scopes that are hard to notice in a store. One example is the first time you use your new $75.00 scope at 1:00 PM on a very sunny day and you can't use it because the flare is so bad.
Where I worked we had scopes at the counter behind glass. When a person purchased one of those we retrieved a new unopened one for them from the vault. There was another section with scopes on an aisle close by, where a customer could grab what they wanted and take it to checkout. This is where Tasco, Simmons and Sightron were located. What I find telling is we had less shrinkage on those optics, than the ones behind the counter that required employee assistance to obtain.
To each his own. I'd rather hunt with a $300.00 Savage Axis wearing a $200.00 Burris Fullfield II than a $2,500.00 Weatherby wearing a $50.00 scope.