joining us is neil bloomenthal. thank for being here. >> thanks for having me. >> you came in and completely disrupted an industry that had been very stingy for a long time. you started out as internet only and i just wonder when you saw this market, did you think that you were creating a new market or filling a need that existed? >> i think it was more filling a need. it was our own need, walking into an optical shop excited and then walking out feeling like we were ripped off. it never made sense that glasses should cost as much as an iphone. >> why do glasses cost as much? >> just with the industry structure where you have a bunch of very large companies that dominate the market are able to charge high runs. >> you've now kind of made the transition. you have 19 different show rooms. did you think when you first started off that you would also be not just online but also somebody who was offering in a store? >> not at all. the original business plan was online only. at the time 1% of glasses were being sold onlin