This seems like smartnes.
Pretty much every employer vision plan I've had for the last 20 years has given its employees $150 credit toward frames. So now employees can opt for paying $29.99 out-of-pocket for Echo frames, instead of $150+ out-of-pocket for frames, since any frames worth putting on your face cost $300+.
The last time I got new glasses (a few months ago), the cheapest pair of frames in the shop was $450.
Frames and lenses are always covered with separate co-pays/co-insurance at every employer I've ever had.