Manufacturing and distribution processes have vastly improved and become more accessible and efficient.  The gradual shift away from unnecessary middlemen such as retail allows for the sourcing of better raw materials that aren’t cost prohibitive and restrictive as is the current retail model. Savvy consumers know that the consumer direct model provides the  absolute best value when you strip away all the fancy Madison Avenue marketing and expensive packaging that usually end up in the trash.  Conversely, Orson resources are directed towards the single most important element, the product itself. The best lens materials, coatings and latest tech advances are applied to deliver superior value for those seeking the ultimate in next level visual performance. Direct to consumer is the only proven way to pay less for more. 

Red Pill vs Blue Pill

The eyewear industry is dominated by a single hierarchical structure. This large conglomerate owns nearly 90% of the brands so that choice and competition is all but an illusion allowing for artificially high prices.  The giant monopoly also owns the majority of the labs that surface the lens and they charge a hefty premium for the best materials and lens surfacing technology because of the margins they need to hit.  All of it is exorbitant and unnecessary.

As in the "The Matrix," you now have a choice between learning an unsettling truth or be contented in ignorance retail bliss.  

"You take the blue pill...the story ends, you wake up in your bed and believe whatever you want to believe.  You take the red pill, you stay in Wonderland and I show you how deep the rabbit hole goes." -Morpheus 

Take the Red Pill and join the rebellion.