I'd substitute sometimes for usually. If you've broken your only pair of glasses then you do indeed need something now. But lots of the time, people just want new frames, or decide to get sunglasses, etc. You may underestimate how many people see glasses as a fashion accessory rather than a utilitarian device you wear to correct your vision.
>They are indeed doing good level of PR in publish-for-pay websites like inc.com, however.
If anything, it seems more like a PR pitch for UPenn though there's plenty of skepticism in the article as well. I thought it was an interesting piece. You do realize that writers don't just sit in an office with their computers turned off and have ideas for stories pop into their head? I'm sure someone pitched a story here but I don't know why you'd assume there was a payoff involved. It seems a pretty balanced piece.