If I was planning something a little more extravagant, I'd invest in a little better setup, but for now I like changing things up and trying different products as my budget allows. I still don't get the whole Vortex thing, plenty of people on this site selling their products and just searching the word vortex doesn't bring up anything to the level I've seen on this post.
I grew up killing deer with Tascos, Vintage weavers and Bushnells. Deer still dropped and went in the freezer. I'm not at the point where in life where I can put $1500+ scopes on all my guns, so I do what I can.
And there's also varying degrees of all products and cost. My deer rifles all have Japan made Vortex's ( which I got good deals on 2nd hand) which I really like so far. I will say I'm not a big fan of the Vipers overall aesthetic build, and I don't have any of those. If people are comparing a SB or NF to a Diamondback then yes, there's a huge difference in quality. As you said, for my variables, this is the level/price point I'm ok with. Its the same with Bushnell, I'll run older elite series glass from Japan any day and not worry about it, but I don't bother with any of the other lines.
I think the main thing I'm hooked on right now is 1" or 30mm tube, lightweight as I can get, smaller turrets, and a bdc rectile. So far, its been hard to find anything that matches the LHT or LT at the price I got them (less than half msrp).