I think you are seeing the same opportunity to offer professional services and products that have been less commoditized that many MD's demonstrate in the new trend of concierge service practices that are springing up. I am working with a start-up optical shop that will further differentiate between the commoditized eyeglass frame market of "designer" frames, in part, by linking to the 60 Minutes expose of Luxottica. When you are able to explain that the brands that are marketed as designer are nothing more than price-fixed pablum of mediocre quality and offer a demonstrably better product without charging more than their expectation you create an informed and loyal consumer. This is further reinforced by having information available that demonstraites how vision insurance is a racket that puts money needlessly out of the material and services equation by funding the business interest of a non-productive parasitic third party.