I agree with everything you say. Seems like they could hire a tech-writer on a contract basis and put some documentation together without too much effort. I think they have one video for the AR102 (an unboxing/setup video), and then the single PDF doc for the APO series scopes. Otherwise, they are a good company, though. I have two scopes and one eyepiece from them, all superb products. I also had to replace my focuser on the AR152 and ES support was helpful all the way.