BENEFIT-DRIVE SELLING
In the car sales industry, the Consumer-Choice model is used to help buyers make easy choices. The intent is to sell the Outcome rather than the underlying technology. Instead of pitching "Advanced Computer-controlled Suspension Leveling System" the benefit becomes "Smooth Ride". Another example are gasoline octanes at the fuel pump. Instead of explaining to drivers why certain levels are needed on high-performance engines, the choice become "Regular, Silver, Platinum" or 'Cleans better'. This is understandable. Despite a core group who want to know about the technology, many people only want to know the benefit.

This model is frequently used for IOL surgery. A Good, Better, Best list of outcomes and prices is provided to the patient. This implies some options are superior without explaining any trade-offs. However, a patient has the right to understand the real-world differences between options, particularly for something they will be seeing during waking hours for the rest of their life. A surgeon should be willing to share what brand and model lens they use for each choice, why, and the trade-offs. The decision of which tier to choose should be made ultimately by an informed patient not just by comparing prices.

UNDERSTANDING TRADE-OFFS
Plano or monovision, monofocal versus multifocal, each one of these has trade-offs. Keep in mind that matched distance in both eyes has long been the goal of wearing glasses and contacts. When IOLs are selected its common to try and achieve plano on both eyes as well. The trade-off is that a single-power lens can't focus across the entire span from near to infinity. This occurs on glasses and contact lenses too: that's physics. As a workaround, Progressive and Bifocal glasses incorporate multiple powers into a single lens, while contact lenses and IOLs are available in multifocal versions. The point being that IOLs set to plano (distance) will require readers for close-up vision.

MONOVISION
In the 1960s clinicians noticed some people adapted well to one contact lens for distance and one for reading. In the 1970s the concept gained popularity when monovision-with-contact lenses was marketed to avoid wearing bifocal glasses. In the 1980s the concept was used to select IOLs for the same outcome. In other words, some people mismatch the IOLs so they can read with one eye and use the other for distance. Monovision is not for everyone though. People who rely heavily on precise depth perception and 3D clarity for spatial judgment are said to be poor candidates. Their brains are used to extracting high-quality, matched images from both eyes and don’t like giving that up. Because adapting to monovision can't be predicted, many surgeons will trial a patient with contact lenses to test monovision before surgery.

INSURANCE ONLY COVERS BASIC MONOFOCALS
A big factor in the choice of lenses is COST. Basic monofocals are typically fully covered by insurance with a goal of returning the patient to "useful vision". Useful means to drive legally, read signs, watch TV, and navigate daily life. This low bar is acceptable, but the highly-visual pace of life in the 21st century requires better results IMO. Unfortunately, the more expensive lenses such as EDOF, LAL, Torics, and Multifocals are not covered by insurance. While a profit motive can exist for any product or service this doesn't mean that these enhancements have no value. If I can get a better outcome I will gladly pay extra. Why accept mediocre vision for the rest of my life?

After much thought my desired Outcome is: driving glasses-free day and night, seeing live music events and cinema without anomalies or halos, razor-sharp visions for outdoor activities, and getting up in the morning and going to the kitchen without glasses. I don't consider wearing readers a trade-off since most of the people I know over the age of 45 need them, even without IOLs. GLASSES ADAPT EASILY - IOLS DON'T.