It takes two to tango. In this case the two dance partners are the contact lens manufacturers and the eye doctors. The manufacturers want market share, they want to sell more of their products to customers than their competitors. The ODs, back in the day before the internet, yes there was a time before the internet�had the field all to themselves. When mail order and then the internet came along and started eating into their profits from contact lens sales, the ODs turned to the manufacturers for a solution. And private label products were born. Best of both worlds, the manufacturers who came up with private labels gained market share and the ODs who participated denied their customers the freedom of choice to shop around for the best price. Enter Congress and the Fairness to Contact Lens Consumers Act (Contact Lens Rule).