I've learned the hard way: buy once, cry once.
Not only with optics. Guns that will see hard use, vehicles, etc.
I've told this story before on THR, but it illustrates this so well, once more won't hurt:
In 1991, a guy came into the shop with $1100 of overtime in an envelope and a mission: Buy a Weatherby 7mm magnum and scope (yes, 7mm Wby. Mag.) because that's what the 'gun guy' in his hunting camp had, and he dropped his deer DRT right there every time.
OK, I said, I have one in stock, (It had been in stock so long it had the 70's style stock with polyurethane finish, rose wood grip cap, and foregrip tip, with maple accent strips in between them, and a maple diamond on the grip cap.) but before I bring it out, tell me about where you hunt; what kind of terrain, longest expected shot, and also do you plan on hunting out west with it? The answers were wooded North Central Minnesota, 100 yards max, and no, but my buddy who has one goes muley and antelope hunting every year. I said OK, what have you been hunting with until now? He had been borrowing a Winchester .30-30 from Magnum man. Fine, I then ask how he shoots with it. OK, he says, I hit a paper plate at 50 yards. I then ask if he'd ever shot that 7mm Wby. Magnum. No, he hadn't. I then said what if I can put you in a rifle that will get your deer if you do your part, with a scope, case, 10 boxes of ammo and rings, mounts, and I'll boresight it for you, for less than the gun alone would cost you.
He said, Go on. First I pointed out that the 7mm Wby. Mag, is a hard recoiling rifle, and probably what would have happened if he bought it was he'd go to the range, and develop such a flinch, he'd never hit a deer anyway. Next I pointed out the the rifle he wanted was $950, which would leave him enough money for a low-end scope (Ah-ha, the crux of the story!), and maybe one box of ammo. (even then it was $2 a round or more!, and he did not reload)
So I then took an WInchester 94 AE off the rack, grabbed a Leupold VxII 2-7 out of the case, 5 boxes of the basic Federal 150gr. 30-30 ammo, 5 boxes of the Federal Premium 150 Partition ammo, bases, Burris Zee rings, a Boyt padded case, and went through why I chose each item for him, and what he was to do after he got it. He did hem and haw a little about the Weatherby, how he'd really wanted one, etc. (and I totally understand wanting a particular gun; I waited 40 years to get a Ljutic trap gun) but yeah, maybe a better scope (I had him look through a Bushnell Sportview and the Leupold while we were talking) is a good idea, and maybe the 7mm
was a bit overpowered for the Minnesota woods.
Then I had him handle the Winchester, showed him why it was better than the one he was using because of the scope mounting system, and explained why the Federal Partition load was a better hunting round than the basic Winchester round he had been handed with the borrowed rifle.
I then told him to look at the case and rounds for a minute while I mounted and boresighted the Leupold, tossed in a pair of the see-thru storm scope caps, and explained to him as I put it in the case he needed to clean it to get all the preservatives out, added a cleaning kit, some Redfield targets, told him where some good ranges were. (his sight in was literally a paper plate tacked to a pine tree behind the deer camp!)
I wrote up the order and it was just over $700. I told him to take some of the money I'd just saved him and take his wife out to dinner in the next two weeks before opener. (She'd reluctantly agreed to him spending the $1100 on a gun)
Well, he did take her out, and also got out to the range, started at 25 yards like I told him to, got sighted in at 100 after only 2 of the 5 boxes of practice ammo, verified zero with the Partitions (not surprisingly, they shot about the same), and got his buck opening morning. He came in after the season and showed me pictures, (nice 6 or 8 pointer, it was 25 years ago) and thanked me profusely for keeping him from making a big mistake (he did try his buddy's Weatherby, and didn't like it) and said he was a customer for life. I hope they kept treating him well.
The gun shop manager was actually mad at me for not selling that guy (as he put it 'dumping it on him') the Weatherby the had been in the back room forever. I reminded him their slogan was "The Outdoor Experts".
But, interestingly enough, I do wonder about where all these 20-somethings who do the YouTube gun videos got their experience, and why I should listen to one of them tell me which AR and which optic is the new greatest weapons system in the world...
Fallujah, Mosul, Tikrit, Tora Bora, Route Irish, Kandahar, and many other smaller battles that will be forgotten by all who did not fight in them. And some pew pew types and Airsoft types, too, sadly.