http://www.dvor.com/weekend-riflescope-sale-78-2012-07-07.html
Dvor is a part of OpticsPlanet.com. They send out emails with "great deals". Sometimes its a good deal, sometimes not. But people are more likely to buy when there's a sale item with a countdown timer.... Forces the impulse buy...
Steep & Cheap, Clymb are similar....