The worst place in the world to look at optics is in a bright, well lit outdoor store. Even a big cabela's or similar does not have enough distance or dark areas to test the optics.
I have thought for a long time that it would be beneficial to get together a bunch of folks with a myriad assortment of binoculars, rifle scopes, spotting scopes, and range finders. Do it at dusk or low light conditions or perhaps even a moonlit night. Compare one against the other in difficult conditions. Give people who are trying to make a good decision the opportunity to really look at some different products. And heck, maybe we find something else we can't live without or we want to trade each other for.
This could be done whereever more than 2 people can get together. We live in Fairbanks and would be willing to grab a bag of gear to go meet people somewhere. Comments?