The 20/20 Editorial Team

James J. Spina
VP, Editor-in-Chief

Jacqueline Micucci
Executive Editor

Gloria Nicola
Senior Features Editor

Andy Karp
Group Editor, Lenses and Technology

Melissa Arkin
Assistant Editor

Lauren Taylor
Editorial Assistant

8/18/2008 We Got Slimed
Posted by 20/20&U Blog Admin
Location: Blogs2020&U
 		    
Remember the famous scene in “Ghostbusters” when Bill Murray’s character encounters a bulbous green blob that “slimes” him and his team? Well, we in the optical industry got slimed in the July/August issue of Consumers Digest. An article with the provocative headline, “Optical Illusion” purports to have investigated us, but it is actually a poorly researched diatribe against our industry’s supposed faults and excesses. The writer, Linda Baker, asserts that the entire supply chain—manufacturers, labs, eyecare professionals and chain retailers—is ripping off consumers by encouraging them to “shift eyeglasses away from a need-based medical product to an overpriced want-based fashion item.” She attacks Barry Santini, a veteran optician, educator and 20/20/L&T contributing editor for promoting the idea of selling multiple pairs of eyeglasses to consumers and for saying that eyewear should be sold as a fashion accessory.

Baker hedges her bets by stating that she doesn’t think it’s wrong for people to want stylish eyeglasses or for people to buy an extra pair of glasses for special occasions. But the thought of owning three pairs goes beyond her limited vision. Hey Linda, trying looking beyond street wear and dress wear! What about glasses for occupational use, sports, safety, computer-use, prescription sunwear? It’s called lifestyle dispensing and the concept has been around for years. And yes, it is need-based.

Consumer Digest editor Rich Dzierwa is similarly myopic. In his column, he claims, “We would have no idea whether a certain type of lens for which we paid extra was used. The same goes if you ordered a special coating for the lenses.” Huh? What makes him think patients can’t tell if a lens is anti-reflective, photochromic or polarized? And what about the millions of dollars lens manufacturers spend on educational materials and in-store demo displays to educate consumers about the benefits of their products? What about the optometrists and opticians who present the patient with lens options that enhance their vision and help them look their best?

There are lots of other dubious and flat-out false statements in the article, which I encourage you to read. If you want to let these folks how you feel, write to Consumers Digest, 520 Lake Cook Rd., Suite 500, Deerfield, Ill. 60015, or email them at postmaster@consumersdigest.com. And please feel free voicing your sentiments on the matter right here on the 20/20&U blog.

― Andrew Karp, Group Editor/Lenses &Technology
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Comments (4)   Add Comment
Re: We Got Slimed
By Barry Santini (aka the "slimee")		 8/21/2008
s
Yes, I was there. I had a 1 hour telephone interview with Ms. Baker, who seemed pleasant enough. On the whole, most of my interview comments and excerpts from ON-line CEs and writings where "contextualized" (or not), to fit her adversarial agenda about eyewear.
But what can we learn from this? I believe, that all in the eyecare/eyewear industry *must* recognized the latent negativity that most of the public has about eyewear, and the whole eyewear selection/buying process. From convenience to cost, quality to appearance, we're lreally lucky that we have so *much* ground that we can make up.

How will we know when we're successful? When *emmetropes* wear (unshaded) eyewear as well.
For now, I have met the enemy, and it is us!

Barry Santini
Re: We Got Slimed
By Bruce		 8/21/2008
s
A lot of hub-a-lub about this, but no one proveid a link to where the artical could be reviewed or examined with closer scrutiny. Where is this article?
Re: We Got Slimed
By CA402CE4-1A39-4464-B412-0E07DF2281E6		 8/21/2008
s
You need to contact Consumers Digest directly since they do not readily share their editorial content on their website.
Here is their contact info:
Consumers Digest Communications, LLC
520 Lake Cook Road, Suite 500, Deerfield, IL 60015
Email: postmaster@consumersdigest.com

And their website shares a phone #:
847 607 3000
Re: We Got Slimed
By Leah Lucaino		 10/7/2008
s
Heres a pdf link to the article

https://www.vsp.com/discovery/articles/optical_illusion.pdf

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