It's about time there was a tectonic shift in the funding for the eye examination and perhaps this summer that change will be set in motion.
The fault-line running through the optical business model is the chronic under-funding of the examination by the government. That has led to the loading of the cost of professional time on to the price of the product.
That in turn has led to the emergence of retailers who de-couple the professional element to offer products at low prices. It's a bitter irony that this is then pointed out by the traders who exploit the fact.
But there are ways out. You can become a private-only practice. You can reduce your practice's exposure to NHS-funded care and introduce payment plans.
There are conferences such as Independents Day to offer tips. ID'07 is entitled 'Professional fees: a price worth paying?' complete with guest speaker James Murray Wells. But if these aren't your bag, you can wait each year for the outcome of the negotiations of the Optometric Fees Review Committee.
In the latest FODO annual report OFRC member Michael Bateman admits that despite long negotiations an increase of just 2.5 per cent was achieved rather than the significant increase hoped for. If the government genuinely cannot put any more money into the sight test, he says, perhaps the point has been reached when all sides need to consider if the expanding range of eye care can be provided for £18.85.
Many have already decided the answer to that question is no.