Bushnell Listen Up

Ok so Bushnell revamped their whole lineup. Apparently it has gotten attention for some models are now on backorder many places. They have a Prime (entry level), Engage, Nitro and Forge (flagship series).

The first two only are second focal plane and focus 15 yards for Prime, 10 yards for the Engage. Nitro has some FFP models and focus down to 10 yards. The Forge also is mostly FFP models going down to only 25 yards. Nitro and Forge have been well received for the most part.

NONE HAVE ILLUMINATED RETICLES. Not the $500-700 Nitro. Not the $900-1,000 Forge. Yes, Bushnell makes other scopes, costing more in other series lineups. But not even in these newer designed models did they slap that feature on?? Boohiss. Unless I missed something but I looked them over all I could online.
 
I do know from talking with Bushnell Reps that they are focusing on continuing to keep up the quality of their lenses and quality control of their products.

Some optional scope features like Illumination adds a Lot of expense for scope makers if done well , and they design these scopes to retail in a certain spot in a crowded market . When features like this are added the only way to manufacture the scope for the Target price is to drop quality somewhere else . 

Bushnell has targeted best in class optics thru it's different series of Scopes . I seriously can't think of another scope company with budget to seriously highest end scopes doing it better right now .

Illumination just isn't something they prioritize.