Revolt Against The Machine: The Fight to Keep Eyecare Independent

By Jon J. Trutt

Published: 5/27/2025

Remember what it felt like to rebel?

To push back against the status quo — not for attention, but to make a statement.

Remember when rock ’n’ roll wasn’t background noise, but a battle cry?

When fashion choices weren’t just trends, but declarations of who you were?

When “putting your money where your mouth is” meant standing by your principles, not just chasing the almighty dollar?

Ever rooted for the underdog just because the alternative felt... authoritarian?

Yeah, you’ve felt it. We all have — that spark of defiance, even if just for a moment.

There was a time when going against the grain meant something. This applied to commerce as well. Remember watching the wave of big-box stores — the “Marts” — sweep across the country? At first, it seemed like convenience and low prices were a win. But behind the glossy shelves and endless aisles, the damage was brewing. One by one, local businesses — family-owned hardware stores, bookshops, pharmacies — the 'mom-and-pop shops' — began to shut their doors. They couldn’t keep up with the artificially low prices. And once the independents were gone? The “Mart” raised prices, cut quality, and left us all with fewer options and worse service.

Sound familiar?

Now take that same model and slap it on the eye care industry. That same playbook has been run for years and is being run right now by a corporate monopoly that’s hell-bent on controlling every aspect of vision care. From owning the main lens manufacturers, insurance companies, and frame brands to funding the optometry schools, influencing the textbooks, and blanketing the market with slick ads — they’ve created the illusion that their products are elite, their brands untouchable, and their services necessary.

But here’s the truth: their products are not better.

They’ve just spent millions making you believe they are.

And somewhere along the way, too many eye care professionals — smart, passionate people — have fallen in line. They’ve partnered with the monopoly and continue to sell their products because it’s easier. Because the marketing looks good. Because the system has been rigged to make independence seem outdated or impractical.

But let’s be clear: independence is not impractical — it’s essential.

Ask any truly independent eye care practice what it’s like out here. The competition is fierce, the odds are stacked, and yet — the freedom to choose better products, offer real customer service, and build authentic relationships with patients is worth every uphill battle.

At AccuLab, we like to live by the old mantra:

“I'd rather die on my feet than live on my knees.”

If more ECPs stood their ground instead of selling out, this industry wouldn’t be so lopsided. We’d have more innovation. More accountability. Faster service. Better pricing. And most importantly — better patient care. If you truly consider this a way of life, then you should be prepared to fight for it until the very end.

So, here’s your call to action:

Don’t sell out. Don’t cave to convenience. Don’t let the monopoly win.

Educate yourself. Educate your patients. Opt out of insurance if your state gives you the option. Support independent labs. Partner with alternative lens brands. Source from independent frame designers. Make your own rules and help others do the same.

Because if we don’t stand together now, we’ll be left with nothing but faceless corporations and call-center opticians pretending to care about your patients.

Choose rebellion. Choose independence. Choose better.

The future of our industry depends on it.

Contact AccuLab Optical if you’re ready to take a stand!

• 800-688-3904

• info@acculab.net