A softer design will offer a wider intermediate, less swim in the near, easier adaptation to first time wearers and one more reason to purchase from 1 vendor as well as offer independant labs a fighting chance, they will in return deliberatly patronize thier competitor's competitor.
One of your competitors has made it thier specialty into positioning themselves as the progressive innovators. Progressives are the only lenses increasing in value. Offering a one size fits all is shooting yourself in the foot when your competitors are flooding the market with self praising literature of thier latest and greatest offerings every month..
http://www.optiboard.com/forums/showthread.php?t=39439
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