They operate much the same way. No middle man just direct sales. Nice scopes out of the LOW factory in Japan. As for Joe's SWFA video, i didn't see it as an info-mercial but just a little insight on how scopes are marketed. For the $$$ spent they offer more bang-for-the-buck than just about any other brand. Their 10-12-16x fixed-power scopes are awesome at their $300 price.