Naturally, the best are Zeiss, Leica, and Swarovs.. The B&L Elites are surprisingly good, as are some of the other mid price range. When you're looking at the top of the line the quality differences in the lenses are so tiny nobody will ever be able to notice them. What does make a difference is other qualities---like how comfortable they feel in your hands (kinda like buying shoes or a bicycle), weight, balance, etc. and those are all individual preferences.
Everyone's eyes are slightly different and many have slight differences in color perception (like varying degrees of color blindness you may not even know about) and because of lens coatings some binocs may seem clearer or sharper than others. That's often an individual thing.
Never bother looking thru binocs in the store, except to get a feel for the comfort and weight. Store lighting varies from natural light and some cheap binocs actually have lense coatings that make them perform well in florescent lighting because the manufacturers know many uneducated customers will make their binoc decisions by looking at a wall fifty feet away in a store.
Insist on going outside. Do it at a few different times of the day so you get varying light---especially poor light. Use something for an "eye chart" a few hundred yards away. And be carefull you don't subconsciously remember what you're reading as you try different binocs. I put up "eye charts" (anything with print will do) at varying distances if there isn't anything handy to look at. You can just tape something to your car window and park in different spots in the parking lot or down the street. That's the best way. And vary the charts. Take lots of time over a few weeks if you want to spend your $ wisely.
I use Zeiss 10x40, 8x30 and 10x25 depending on what I'm hunting, scouting, or whatever else I'm doing. They work best for me, but I'd NEVER tell anyone what is going to be best for them. It all comes down to individual eyes and preferences.
That's why ya need a good store with lots of choices to shop at.
When I semi retired for awhile and took a few different jobs I thought would be fun to try I worked part time in the binoc dept. at Sportsman's Warehouse for a few months. I sold more expensive, good quality binocs than the other three full time employees put together and I did it by following the advice above. I especially liked taking the customers outside because it got me out of the store for awhile,
and they were usually amazed at the differences they could see in cheap VS good quality lenses. You can't tell anything by looking at the moose on the store wall forty feet away.
<FONT COLOR="#800080" SIZE="1">[ 05-03-2003 13:40: Message edited by: Ithaca 37 ]</font>