His a Vortex dealer of course he has loyalty to the brand because he believes in the brand. I rather have someone who believes in and stands behind what he is selling than someone just in it for the money. I haven't bought anything from him because he turned my money away. I told him what scope I wanted and for what purpose and his answer was run what you have right now and save up and get what will really meet your needs.I made my living a while back, so I needn't peddle optics or any other thing to further it. This frees me to be objective in a way that relegates brand loyalty to curiosity.