Omen writes

Owt for nowt
Nothing is truer than that good old Yorkshire expression that you don't get owt for nowt and, in truth, there are few members of the public who actually believe that they do, although there are many who are conned into thinking otherwise. So it is with eye care. However you like to package the price, you generally get what you pay for and you certainly get nothing for nothing. One answer to this is to ensure that the public actually understands the nature of the service and product you provide, have respect for the professions and that fees and prices are properly presented and explained.

It is hardly surprising that the public perception of optometrists and dispensing opticians is that of high street traders when almost the whole emphasis of their advertising is price related, 'Buy one, get a spare pair free', 'Buy one get a free pair of sunglasses' and so on. Nor, given the lack of transparent pricing should it be a shock that entrepreneurs see the opportunity to make a quick buck for themselves by selling specs online at knock-down prices. And now, surprise, surprise the big boys are joining in. Next has launched a range of mail-order glasses at prices rather higher than the current internet offers and in some cases not dissimilar from those already in the high street. What it hopes to gain is questionable but presumably it has done its homework.