What happened to the Bushnell Forge?

I got a good deal on one of these a little more than a year ago. It was a SFP which I prefer and half price. How bad could it be? Well, I kinda like it and mounted it on a powderburner. My only criticism is that the reticle is a tad too thick. I recently went on the Bushnell website and found that they don't list this scope anymore. I wonder what happened here? I suspect that it didn't live up to its potential. Too expensive for what it does maybe?