Actually the ones from Cheaper than dirt came with a reticle on the lens. Larue bought a whole bunch and sent them off to either have the aiming reticle removed (it was for tanks or something previously) or fitted with a new lens (I am not sure how they do it, I just know that the glass is clear with no evidence of the reticle). The magnifier is then re-purged with nitrogen to ensure it wont fog up.
It isn't pretty but they go through it and make sure it works.