> The company says that the market is highly competitive, and their frames account for ~10% of sales worldwide and ~20% in the United States.[42][41] Euromonitor International estimates that Luxottica's market share is 14% worldwide, and the second-largest company in the industry, Essilor, has a 13% market share. The third-largest player is Johnson & Johnson, with a 3.9% market share. As of October 2018, Luxottica and Essilor have merged into a single company, EssilorLuxottica, representing almost a billion pairs of lenses and frames sold annually.
WP's story seems to be sprinkling some SV magic dust over decidedly pedestrian frames, not going after the high-end.
I suspect it's much more about being a fashion business which it's hard to opt out of. Non-prescription sunglasses can also be very expensive at (I assume) eye-watering margins. (Owned in many cases by the same brand TBF.)
It's monopolies that force the price so high.