Yeah, that's the for example of how you have to be careful. MSRPs are not real. Real MSRP for say a vortex viper HD 10x50 is $549 at all the usual stores. (the 33% off on GovX is based on fantasy MSRP, real GovX price is $499 plus shipping). So apart from any special sales, you could go to never-known-to-be-great-prices optics planet and buy it for $549, using a 10% off coupon that is always active, plus free shipping, and be a few bucks under GovX with no special effort. On sale days, you might beat GovX by 20% or more on those types of product lines.
But GovX can be amazing with price-fixed goods. Leica, Swarovski, S&B, Zeiss, Nightforce, there are many optics firms that give no mercy, no quarter, no discounts. Saving $1500 on a Leica $4800 spotting scope that you cannot buy anywhere retail for a penny less than $4800 is a helluva deal.