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Because the magazine writers and some self styled internet experts have convinced everyone that if you don't have a 50mm or larger objective and at least 16 to 24 power at the top end you can't see to shoot those deer way off out there 100 yards or so away like most are shot.
On the other hand, why are so many scopes too short to mount on a long action without using extension rings? Not every rifle has a short action.