The deception is that glasses cost a lot, and you need insurance to help with the cost.

In truth the insurance is just a scam because glasses cost 1/10th what they say.

Now that would be OK if there was actual competition, but there isn't, they are basically a monopoly - as soon as a competitor arises they buy them.

Online glasses are not the same market as a physical store where you can try them on.

Everyone who goes to Walmart (majority of the US?) sees this section at the front of the store when they walk in or out:

https://www.walmart.com/browse/health-medicine/prescription-...

I see lots of $30 and $60 options.

The insurance is only a thing because the tax code allows it as a way for employers to pay people with untaxable money in the form of insurance, so it is not a real insurance market.

Calling it insurance rather than a payment plan or something.

Further it’s got some serious conflict of interest going on with how the benefits are structured. So a plan may cover 1 300$ par of glasses, but not 2 pairs of 150$ glasses specifically to minimize the risk of a race to the bottom etc.