Fully-milled action (Well I certainly wouldn’t pay $12K for an action they stopped milling half way before they were finished !)
made of special steel (Like it contains Kryptonite ? Or did they just specify a particular alloy?)
cold-hammered forged barrel, (just like every other modern production rifle)
optimised trigger (Oh, it's Optimized – That sounds much fancier than properly fitted and adjusted)
plasma nitride steel parts ( Wow, they used the word “plasma”; that must be worth a lot)
front sling swivel, front and rear sight on the barrel ring and finally a horizontal three-position safety. (Never seen those features before………)
Hand picked blank, (because we tried to use robots to pick a piece of wood out of a pile of similar looking pieces of wood and it just didn’t work as well)
Walnut stock. (OK, that’s probably worth more than one made from Pine or Birch….,)
Each rifle is unique and its parts hand fitted with each other – (You know, so it will actually function when we put all those parts together. Like a 1911 or Savage 110 or a $10 watch?)
I don’t think I could trade the amount of time and work that it would take me to earn $12,000 for that rifle. It’s pretty but it’s not THAT pretty.