[echohack]

What all of this fails to mention is that Jannard was essentially forced to sell Oakley to Luxottica (https://en.wikipedia.org/wiki/Luxottica). Luxottica has a gigantic monopoly on the eyewear industry and one day refused to sell Oakley brands in their stores unless they sold out. The high price tag with the sale is to keep Jannard quiet.

I think Jannard has developed a kind of healthy-paranoia here, because the work he's doing is flying in the face of titans. His persona makes him want to stand up against the big boys and say, "Told you so!"

In my opinion, he's right to be super paranoid and fall into the background. He doesn't want RED to become another Oakley.

[WestCoastJustin]

There was actually a "60 minutes" episode entitled "Sticker shock: Why are glasses so expensive?" [1] where they talked about Luxottica / Oakley / Ray Ban. Worth a watch if you are interested in the eye wear industry.

[1] http://www.cbsnews.com/video/watch/?id=7424700n

[Zoepfli]

Apple created their own brand stores, so why didn't Oakley? This would have prevented them from being so dependent on a third party...

[prawn]

Monstrous costs to do it in more than a handful of locations. Also, when you start a fashion sunglass brand, I don't know that you're all about changing the world to the point that you have to hold out for some ideal. Wouldn't have been a bad result to sell up and move on to something new.