What what this cannot be that easy, no competition!?.

Illusion of choice everybody.

It 's bullshit thinking due to mass propaganda. Competition doesn't mean having a gazillion sellers "competing". Competition means that if a new seller enters the market, profit goes down, quality goes up. If a seller doesn't enter the market, it means he can't compete with the current price/quality offers.

If I open a service tomorrow selling luxury cars $10.000 a pop, no one will compete with me. That means total competition, not 0 competition - prices can't get lower. Compare this with having 10 sellers selling each car $100.000 a pop.

Check out Warby Parker. They're briefly mentioned in the video, but they obviously didn't go into any detail.
They're a new company, but they're exploding. Great glasses, severely reduced prices, and the non-profit aspect of the company will make you feel good inside - they donate a pair glasses to someone in need every time you buy a pair... or maybe at some other interval - but it's still a good thing.
Warby Parker gets a 10/10 for me. I'm calling it now - in a few years they'll be a BIG player in the industry.

Perhaps I should have phrased this post more eloquently for when the historians look back at my prophetical predictions.