Serious question: how can one "own" the whole industry? What stops me from opening my own eye glass store and sell my own made-at-the-back of the store glasses ??
What's stopping you from selling mom and pop? Mostly nothing. Warby Parker – and to a lesser degree, coastal – are doing this. But it's a weird middle-market place to live. Similar to things like Daniel Wellington in the watch game – you're selling $5 chinese products for $100 because you have a marketing and brand engine that fashionable but unlearned people don't question. In reality, the same products can be had for far less. EyeBuyDirect is the best place for cheap glasses. First pairs are often free but for shipping, about $7, and later pairs are about #30.
[1]https://en.wikipedia.org/wiki/Luxottica [2]https://www.thestreet.com/story/1509351/1/oakley-suffers-as-...