1) Price - they design their own stuff so they can provide prices you can't get anywhere else.
2) Value - the thoughtfulness of the design and quality of construction exceeded that of any of the 8 other glasses retailer I visited
3) Service - they know their stuff and are very friendly. Also the purchasing process is so easy.
The only caveat is that they really only specialize in thicker acetate frames. Limited metal frames.
It is such an interesting place that anyone looking for glasses must check this place out.