I think probably the reason you haven't heard much of them is probably because not many people have them.
As an unknown, people are taking a chance, especially rolling the dice on resale value which is a big consideration.
For example, if you drop $3k on an S&B or Nightforce, you know you can get most of it back easily when you sell it used... if you drop that same on say an IOR, you'd be lucky to get 60% back.
My advice would be to work on providing a really top notch scope at a really great value price, get it into as many hands as possible & then go from there.
Possibly work with some dealers to offer a test service for a limited time, where people for a refundable deposit could test out one of the scopes for a week or two to see how it worked for them, then send it back for the next guy to test with.
Hopefully they don't get some idiot college puke that took some stupid branding class and tells them that they need to jack prices sky high so people think they are a high end scope and threaten their dealers... Premier tried that and went bust, IOR tried that to a lesser degree and lost market momentum.
We could use more scope manufacturers making really top notch scopes and putting the price pressure on to keep things affordable.