As best as I can tell, their prices are set... i.e. you'll be hard pressed to find a better deal at any place over another. So, get it from one of the site sponsors if you can. Center Shot Rifles has them.
NF controls the prices. All dealers get a decent mark up and if a seller undercuts the margin, his wholesale prices go way up. I happen to know a dealer who complained that a large, well known shooting compenents and parts retailer was selling under the table by giving customers his super low price with just a minimum mark up. You had to talk to the owner in person and answer some questions to pass his muster and get an unbeatable price. My friend, also a NF dealer, complained to NF and they knocked this guys margin in half for 2 years.
Some charge more than the NF minimum. Check around and take the best price.
Gene, interesting NF's approach on how to incent dealers to sell at the retail price that NF sets, I wondered how they do it and thought perhaps they suspended or cancelled their contract with the dealer to sell NF. Thanks for sharing.
Mike33, just my 2 cents but when I'm considering an expensive purchase like a car just introduced or a newly introduced engine in an existing model or new refrig and so on I usually will wait a couple of years so the gremlins can get worked out. If I don't have the luxury of waiting then I'll buy that which is proven and comes as close to what I want. In otherwords if I were you I keep the existing scope you have for a year or two...assuming you have one on your rifle currently.