It seems as if lately our industry has been under attack by members of the media (not the optical trade). Major newspapers and magazines, such as Forbes and the LA Times, have said that our industry is dying, online is taking over and that we are just trying to take advantage of the consumer. Of course, anyone in the industry knows that this is not true and the individuals making these statements are not well versed in the field, biased, or jumping on the proverbial bandwagon. There is a reason for this negative press and that is bad things happen quickly, and therefore fit into a news bite easier, whereas good things occur in a building process. Think about the lab you work with for example. The lab may send you 98 out of 100 jobs correctly, but you definitely remember those 2 jobs you have to remake. So, how do you deal with this skewed perception and how do you help your staff prepare for any questions they may get from the consumer.