the challenge for the incumbents is classic inknow va tor, if they want to compete with us, they have to disrupt their own model so you can imagine a lot of these companies do a lot of wholesale, right, and then those retailers have to mark it up three to five, typical in the optical industry. because we're direct to consumer, we're not wholesaling, we're able to pass all that retail mark up to customers. >> you're partnering with new york public schools to provide free glasses to 80,000 kids here in new york city. i know you've been donating glasses for a while, but why school kids. >> what we found is shocking here in our own city we think it's over 150,000 kids that don't have access to glasses. it prevents people from reaching their potential. you can imagine the kid who people are misdiagnosed saying as having learning disabilities, are disruptive in class. the reason is because they're bored they can't see and nobody has given them any eye exam or given them a pair of glasses. the hope is we can scale that every kid that needs a pair of glasses can have them. >> always good talk