These are super clear all the way out at max zoom. They don't get a little flaky like another scope I have whose name rhymes with mortex. I have the 2.5-10X42 Veracity mounted on a rifle and love it, we also sell the 3-15 and 4-20 so have handled and compared them side/side with other brands we sell.
They did just go up a fair bit with the 2-10 in the 800 range, 3-15 just on 1K and 1100 bucks for the 4-20 (about 200 bucks more each over 2015 prices). These are imported by Stoeger Canada with Beretta being the parent company of both Burris and Steiner. Similar power Steiner's are the same price for second focal scopes but unlike the Burris line (assembled in the Philippines) the Steiner's are made in the US (so US wage premium is in the price).
Still think they are the best value for what you get. And nobody can touch their features at that price in an FFP. The reticle is a little busy for some. I don't mind, I like my burris scopes. The tapered cross hair is really nice and works perfectly on an FFP. They really put some thought into these scopes.
The price is still lower than comparable scopes. I believe because Burris does not have a name that everybody "just have to have on their rifle" the way Leupold does.
And you absolutely can not get a better warranty (some are the same but not better) - no matter "How" it gets broken, even if you drop it, they will repair or replace free of charge period. No registration, no receipt, doesn't matter who you bought it from or if you are the 10th owner.
I'm glad they are "not popular" - when guys find out how good they are and create a demand the prices will no doubt go up further to reflect that.