BBB's function and job is to assist victims in mediation towards a positive resolution when companies that ripped you off doesn't give a flying fuck after they took your hard earned money and screwed you from behind.
If they agree to an amicable resolution that satisfies the pissed off customers, they did their job, if not, they give the companies an F rating just like how Bushnell currently has for screwing over so many customers mostly over not honoring their written warranty promises.
Athlon Optics has an A+ rating even with one complaint specifically about an Ares ETR.
If you're one to accept getting bent over and screwed royally after spending so much money then it's up to you to just eat it and remain silent and don't post anything on the BBB but there are people out there who like to or rather remain silent and laugh at all the idiots getting screwed over by the same company when they could have warned them all but chose not to.