Quoting directly from the Contact Lens Rule - �For private label lenses, however, you (online retailers) can substitute identical contact lenses made by the same manufacturer and sold under a different name.� And there goes the monopoly. Problem is, most consumers don�t know when their eye doctor or Eyewear Chain engages in this behavior. If it�s your first pair of contact lenses, how do you know it�s a private label brand, designed and promoted to you so you can�t shop around.