I have been birding as a hobby and a profession since 1983. I've owned, tried out or field tested many brands of binoculars during that time and decided years ago that Nikon is the hands down best value in optics. When we bought the business back in 2002, I knew that it was Nikon that I wanted to stock as my primary optics line. Two years ago we added KOWA and their outstanding binoculars and spotting scopes to our line. Just like anything you use in life, there are good, better and best options. My advice has always been to spend up to the level of your interest or eventually, you will be disappointed. See Mark's Video on Understanding Binoculars here.