My advice for buying binoculars, or most any other durable goods, is to get informed and become conversant in the terminology and options. A good step is to type "buying guide binoculars", and/or other related terms into your favorite search engine.

Read the top three or four but don't draw any firm conclusions yet. Notice how the basics are often the same. How guides often use the same wording. Also notice how some guides are subtly, sometimes not so subtly, guiding you to a certain product line.

After you have read a few of those you can just scan past the standard bits and focus on sections that give you new or different information. You also notice how some some guides barely scratch the surface and others go in-depth. Media farms like E-How are notorious for entirely superficial and uninformative guides. They aren't alone. Seemingly well written and informative articles often get entire sections copied and pasted. Which explains why so often the wording is identical. Also sections that are simply wrong can proliferate. The same wrong information repeated doesn't make it right.

After a bit you can pretty much accurately gauge reliable sources from unreliable ones. You should also have a good working knowledge of what coated optics are all about. What a BAK-4 prism is. What is an AR treatment? How magnification ties into field-of-view and usability when hand-held.

The key here is that you get the facts and lay of the binocular market before you accept any opinions. Once you have the basics down you are entering the marketplace armed and informed. You are far less likely to be impresses by brand name or technical specification that aren't necessarily important.

You will also learn that people are pretty easily impressed and while most won't actively lie they tend to select from a narrow field and then develop loyalties based on their very limited experience and, quite often, little more than the opinion of someone else who kind of sounded like they knew what they were talking about.