I was just visiting my local optics shop today in search of the Zeiss 8x32 FL everybody raves about. This shop added Zeiss to his fairly extensive binocular line last summer, partly on my urging, plus an oportunity arose with a new vendor. He ordered a few pairs of the 8x42 and 10x42 FLs plus various Conquest. I asked how sale were and he says he can't get anyone to buy the FL, he sells Conquest like hotcakes.
I asked if this was a high end bino thing and he said he sells out of Swaro ELs and SLCs, does ok, not great with the Leica Ultravids, but can't get folks to spring for the high end Zeiss. He thinks it is because of a few things, 1) most hunters are pre-sold on Swaro because they see them in all the hunting videos and magazine articles. Swaro does a great job of marketing in that aspect. 2) he gets a lot of comments about the plasticy feel. 3) they look very similar on the outside to the Conquest, and 4) frankly, the view through them does'nt offer an upgrade over Swaro, Leica or the Nikon Edge to the average hunter looking for that "wow" bino experience.
Now these are hunters, who will probably spend 10-30 minutes comparing optics, they already like what their hunting buddy has (Swaro), and has never heard of CA, so doesn't even look for it. I asked for relative numbers and he offered the following, in the time period that he sold fifteen Swaros, he sold five Leicas, one or two Edge and zero Zeiss FLs. I asked him if he was going to bring in an 8x32 FL and he said "no way". He is all sold out of 2009 ELs and thinks Nikon Edge and Ultravid HD sales will increase after the $2,300.00 ELs are introduced. He's not holding his breath on selling those Zeiss though.
I don't know if this is just a hunter, or regional thing, but that's the way it is here in NW montana.
John
John - Although I am giving up hunting in Montana after 61 years of chasing the critters, I understand the biases which Montana hunters have towards optics. The Swaro folks have indeed marketed their products very well. Until a hunter actually compares the compact Zeiss 8x32 FL with other brands including Zeiss, they simply have no reference point at all. I have one, and it is a dandy. Many people will spring for the Zeiss 8 and 10 42 FLs assuming the extra 10MM of objective lens will give them a big edge in hunting or birding. All this talk about getting a few more minutes of hunting time is mostly hog wash. Following is a story about last suimmer in Yellowstone Park.
I was hiking in the back country and ran into a middle age couple wearing 10x42 FLs. We stopped and chatted and they saw my 8x32 FLs. The inevitable comparisons were made, and the couple remarked how much more compact mine were and how they saw little difference optically. What they were getting was more bulk and weight and cost.
Very little else. They remarked on this. Bulk and weight become annoying as the day wears on when binoculars are dangling around one's neck.
Montanans love variable scopes with large objective lens even though their eyes can't process all the light gathered by these monstrosities. A relatively compact 4x or 6x rifle scope will provide all the light they need for shooting. But they believe all the advertising myths about light gathering rifle scopes.
I have noticed no Zeiss 8x32 FLs in Billings, Great Falls, and Bozeman sporting goods stores. Perhaps someone in your area who has one will contact you so you can see how good they really are. Should you come through the White Sulphur Springs area, I wouild be pleased to share mine with you. John
I think there is a similar situation over here but its not just the shooting press thats full of Swaro's many wildlife presenters and magazines are mainly seen with swaro's.
I have a pair of Swaro El's but when i bought them i actually went out expceting to buy leica's but found the Swaro's far better, i probably am one of those who as you say spend only 30 mins comparing and dont even know what CA is but when i looked through the Swaro's they were without doubt the best pair of bins i've ever looked through,while there maybe some even better bins out there its still the best £1000 i've ever spent.