Weekly Eyewear Edumacation

It has been suggested that I post some kind of eyewear edumacation post once a week. Seems like a good idea.

This weeks edumacation: Watch out for tricksy marketing. Without naming names (and you know whow you are) it's not uncommon for companies to use a common technology, refer to it by a trademarked name, and then state that no one uses that trademarked name often implying the untrue statement that no one else uses the underlying technology.

For example, we use the term "ReActive" (tm) to refer to our photochromatic lenses. While it is true that no one can legally use the term "ReActive" to refer to their lenses, it would not be true if we said that no one else uses Photochromic technology. To get around this, we might say something like:

"We now have photochromic lenses. We call them ReActive. No one else uses ReActive lenses".

While each statement is true individually, taken in context they imply something that is not true.

So this weeks edumacation is to be wary of marketing sophistry supposedly touting exclusive technology that is really just an exclusive trademarked term.