I've received some pricing for these lenses from my Essilor lab. They appear to be free form and are quite pricey. I've never heard of them before and assume that they must be based on another branded freeform design with the brand name removed. The pricing appears to be similar to what I pay for established freeform brands such as Seiko superseded, Shamir Autograph, Reveal. The Ideal lenses also appear to be packaged with the various Essilor AR coatings.