What am I doing wrong? I can't get the illuminated reticle to work on my new POSP

[Waterfowler]

All you should do is put in the LR44s and flip the switch right? I put in a new set of LR44s, just in case the ones that came with it were dead and I reversed the battery polarities just in case it was marked wrong on the scope. But no success. I don't even know what the "illuminated reticle" is supposed to look like on this scope. I just hope the thing ain't broke, I waited 3 weeks for it to get here.

Any advice for a POSP newbie?