Usually, people buy glasses for a long time. Carrera with chameleon glasses served me for almost 15 years. They were expensive, yes. But they lasted 15 years. A

Usually, people buy glasses for a long time. Carrera with chameleon glasses served me for almost 15 years. They were expensive, yes. But they lasted 15 years. And this means that during these 15 years I did not buy new glasses. And so do a lot of people. And that means that if you start a company that makes cheap good glasses, you will be in trouble in a couple of years. Because good glasses last a long time, people love them and don't want to change them. So you raise your prices. I have vintage Ray Ban from the 1970s, still with real glass, not plastic, I love and wear them, and I'm not going to buy new "aviators" because I already have them. It's just such a specific product, it's not impersonal plastic boxes of electronics, this is a thing that is always with you and becomes a part of you. And there are many unknown manufacturers of cheap glasses, in any supermarket in the EU you will find racks with these glasses.