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Who knows. Should have stuck with what they were good at and that is the elites. Probably just trying to bring lower quality scopes onto the market to compete with other companies. Leupold did it too...

Would go diamondback over prime. Bushnell really shot themselves in the foot by going away from their recognized stuff (bushnell 3500, 6500, elites etc). The new products are so new who knows how...