One by one over the last year and a half, all four of the major contact lens manufacturers have enacted pricing policies that seek to limit what contact lens discounters can charge for certain products, setting minimum retail prices and threatening to cut off supply if dealers do not comply. That meant online dealers like the one he used, Vision Direct, could no longer offer lenses such as the Acuvue Oasys at rock-bottom prices. What he learned upset him even more: The $100 price increase resulted from a new policy by Johnson & Johnson, the maker of Acuvue lenses, which prohibited retailers from charging less than a minimum price set by the company. Morrow, a marketing consultant in the Los Angeles area who describes himself as a “savvier-than-usual consumer,” started digging around. Rather than $169 for a one-year supply - the price he had paid, more or less, for the previous three years - the new bill for his Acuvue Oasys lenses was $270, a 60 percent price increase. Morrow had been wearing the same brand of contact lenses for years, so when he saw the bill for his latest order last November, he did a double take.
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