Consumer acceptability is key, acknowledges Mr Eiden. Most people don’t want to look like cyborgs: “We need to make our products actually look like existing eyewear.”

looks dubious

I can believe that most people want something that they consider stylish. However, I’m skeptical that most people specifically want something to look like existing stuff. Clothing has shifted a lot over the years and centuries; it’s not as if every person putting something on their body said “it has to look like the stuff that’s come before”, or present-day vision equipment would look like this:

Or this: