Here's my story. I purchased a Tasco scope, now a subsidiary of Bushnell, and called the "factory service center" to request the price of changing the reticule. I have previously done this with Tasco scopes and this is why I chose the Tasco. Bushnell's answer was "We no longer do that with the Tasco Line". That's really too bad. I don't deal with companies that do not service what the sell. I just crossed Tasco, Bushnell, and Michaels of Oregon off my lists.