On the Midway site or in their latest flier I got in the mail, I noticed that BSA is selling or licensing their name to a red dot optic that was normally sold under the ATN name.
At first glance, the ATN red dot looks a lot like a C-more, but it has, IMO, one distinct advantage. The "reticle" on the ATN can be changed to a dot, a circle dot, circle and crosshairs, or just plain crosshairs. I got to borrow a buddy's ATN and put it on my AR. Granted an AR doesn't recoil all that much, but it performed flawlessly. The ATN, I think, was originally going for like 100 to 120 bucks on Midway's site. On Natchezz's though it was going closer to 80.
Now that I have seen the latest Midway flier with the BSA version, I think that they only wanted like 50 bucks for it.