Earlier quoted context omitted.
> Why can't a new company simply undercut the competition? They can and they do [1]. They just don't have the same marketing budget, so you don't hear as much about them. [1] https://www.zennioptical.com/
Not to mention the pupillary distance is not commonly included on optical prescriptions which creates a significant hurdle, even though it can be measured yourself or usually given when asked.
BTW, the app is called PD Measure.