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One the most basic rules of business is -- know your customer. This is sometimes harder with giant superstores corporations since their business can service everyone. However, the smaller companies have an easier time identifying their target group like Leupold Binoculars. They know a big portion of their customers will in fact use their product for bird watching. Which is why all of their model designs are customized for that activity. Though, they don't stop there. If you are interested in getting into bird watching as a hobby check out their site -- www.leupold.com. Specifically their product catalog. Not only will you find information about binoculars and accessories, you'll also get the scoop on these feathered wonders. Each page offers pictures and facts about popular US birds. It's one stop shopping & education.