Cough ***Swaro*** CoughMany brands do this including a very popular alpha brand….
Man, 'rona...
Every optics company does this, primarily because most of the big box stores don't pay commission on sales. The only big box store that does pay straight up commission from their own pockets is Scheels. These companies have to encourage the mouth breathers behind gun counters at Bass Pro, Cabela's, and Sportsman's to actually work to sell their product, since their employers don't.
Basically, optics companies pay the commission direct to the employee selling their stuff, rather than the employer paying the employee. Not saying it's the best solution, but it's the solution in the hunting industry. Firearm companies do the same thing, some boot and camo companies do too, and so does at least one pack company that I'm aware of.