Just my opinion. But when the Ruger American first came out, it was cheap. It had a reputation of being pretty accurate for a budget rifle and a new shooter could get a decent shooting rifle for not a lot of money. Then the customization started. New stocks, triggers, pre-fit barrels........... Then Ruger started adding some of this to their rifles and the prices went up. Now the Gen II comes out and they added a few more improvements, which I admit, look good, but the price went way up this time. I think they priced themselves out of the "Budget Rifle' market. After buying the rifle and adding optics you could be well over $1000 and to a new guy that isn't budget. And you can still buy a new Savage Axis with a cheap scope for $400. Like I said it just my opinion.