I tend to be pretty hard on a rifle/optic, especially while out on the ranch. They get banged around, tossed in pickup trucks, and generally used and abused out there.
I need an optic that can take a licking and keep on ticking. I prefer Trijicon ACOGs(think I have 6 now)...for one, they are pretty well bulletproof, and two, my 52 year old eyes aren’t what they used to be, and I need the magnification. I have one TA-31F in particular that has been beat to shit, but has never lost zero, or failed me in ANY way. Hell, I lost my footing out there once while on top of the hill, and slid about 40’ down on my back, with most of my weight on my rifle. the optic and the rifle had some scratches, but never lost zero. I did have to pick a lot of cactus thorns out of my ass, though.
Yep, they ain’t cheap, (and they aren’t ideal for everyone’s needs), but they work for me, and have been absolutely reliable. I’ll pay good money for an optic (or for that matter, ANY gear) I don’t have to worry about babying, and that meets my needs. I don’t call that ‘overpriced’, I call that good value.