joining us now is kneel neil blumenthal he's cofounder of eye wear company warby parker. >> you came in at completely disrupted an industry that had been there are for a long time. you started out as internet only. when you saw this market, did you think you were creating a new market or fill ago need that existed? >> yeah, i think it was more filling a need, it was our own need, walking into an optical shop getting a pair of glasses. it never made sense to us. >> why do glasses cost so much. >> we think it has most to do with the structure where you have a bunch of very large companies that dominate the market and are able to charge pretty high. >> you've now kind of made the transition where you're not just online. you have 19 different showrooms, did you think when you first be not just online but also somebody who was offering in store? >> not at all. the original business plan was on line only. at the time 1% were being sold online. we thought it was great to be the first there. warby parker model is bypassing the middleman and going direct to consumers and the most inexpensive