Mike Branson of Gideon Optics, speaking at SHOT Show 2026, categorizes firearm optics customers into three types: the Bargain Hunter, the High Roller, and the Value Seeker. He emphasizes that for most users, investing in quality, value-driven optics in the $200-$400 range, coupled with professional training, offers superior overall performance and utility compared to extremely high-end, diminishing-return optics. Gideon Optics targets the Value Seeker by providing reliable, lifetime-warrantied products.
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