That company is located in the same city as me and I'd occasionally see them at a local shooting range we'd frequent, with their $10,000 optic attached to a $5,000 rifle. It was always fun to take military surplus rifles (K-31, M1 Garand, M1903, etc) and shoot (iron sights) from the benches right next to them. They got mad at my friend for throwing brass on them from his AK-74 clone, to which the rangemaster replied, "it's a shooting range!" - guess they're worried about their fancy little optic getting a scratch or two.
Anybody can hit a target with a 10x zoom optic, an iPad tracking mechanism, and a rifle that costs as much as a down payment on a Ferrari.