I too am in the market for binoculars and knowing little to nothing about them I have been reading the birding/hunting forums for hours on end looking for a starting point. I certainly would not buy glass without trying it out myself but the forums can help get a person started. We have a bit of limited selection here so actually handling them is a bit of a challenge. There is also variation in the exact same models so a person would be well advised to try a couple especially if shopping in the low to mid price range.
Anyway, I was interested in the Nikon line up after reading reviews and noticed some excellent deals on the M5. I was equally interested in the M7 and Prostaff 7s as I have convinced myself that 30mm might make a nice compromise for the type of bush hunting I do. Without starting a war, let me say that I wouldn't want the M5s at any price and the M7 was over priced for what to my eye was okay glass at best. The exit pupil on the M7 was off and the M5s looked more like canoes than circles. Street lights looked like they were on fire in fading light, especially the yellow. The flare when looking towards the west was extreme and there was extreme distortion towards the edges making the FOV minimal considering actual usefulness. I didn't even bother with the Prostaff as the M7s were on par with the Asia Leupold I was looking to upgrade. Please note that these are only a couple of samples and others may be better. I have also read the top tier Nikons are some of the best but unfortunately out of my league price wise.
I also viewed the Swarovski CL 8x30 and 10x30. These are at the max of my price range and being a cheap SOB I would really have to be impressed to consider them. These are very sharp optics but not as bright as I expected. In fading light they very good and remained crisp but not "Wow! I have to have these". Obviously these are not top tier Swarovski but I did expect more for this kind of money. If they were a $1200 rifle scope I would be returning them. I realise with a 30mm that there was going to be some compromise but there are other binos (42mm) at half the price that were just as good and perhaps better to my eye. I have not scratched them off the list just yet but I am wondering if the extra size of the competitors 42mm would be a reasonable compromise at a considerable savings.
On a positive note I was presently surprised with the Promaster Infinity ELX line. Never heard of them? Me neither, but the glass on these is excellent and perhaps even extraordinary considering the price. They simply blow away the Nikons to my eye and were right there with the Swarovski. Edge to edge clear, very little distortion and I was looking through them until it was getting dark. I would change between several more expensive models and these were holding their own and more. The fit and finish was certainly substandard when compared to the higher end stuff and they are some what cumbersome compared to the sleek modern designs, but like I said, I am a cheap SOB and these have gotten my attention. They would most certainly make an awesome pair of truck/scouting glasses.
Another off the radar surprise was the Pentax. They only had one model in stock but I have asked to bring in a couple of more to look at. I am (perhaps foolishly) looking for full sized performance in a mid size or compact. The floor model DCFs were not at all compact but the glass was the best I have looked through so far.(take that with a grain of salt as I refuse to look through $2000 binos as I simply cant afford them) If a smaller version compares I will putting them at the top of the list.
A person can only try so many in one evening as I want to know how they function in low light. There are several others I will be checking out and I will update as the search progresses. There certainly is a lot to wade through. Some Chinese manufacturers are producing some low cost binoculars that are getting awesome reviews and a lot of the affordable big name stuff is manufactured in China anyway. The high end stuff boils down to a few big names with no real wrong answers, the mid range market is saturated with over priced junk and under valued jewels. A person just has to figure it out.