Target and other chain optical shops price eye exams as a commodity. Optometrists with their own offices price them as a medical service. Also, optometrists with their own shops are self-employed and have various business expenses. An optometrist who works for Target, Sears, etc., is an employee who generally wouldn't have any business expenses. They may make up for their lower exam cost with higher eyeglass prices, though independent optometrists aren't generally known for inexpensive glasses, either.
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