Vision Direct, a newcomer to the contact lens market, upset the vested interests of the optical trade by selling cut-price lenses direct to the public. The General Optical Council, an august body representing UK opticians, decided last month to take action against the upstart trader - ostensibly on the grounds that its lenses are fitted without supervision by a doctor or qualified optician. As a result of the GOC decision, Battersea-based Vision Direct and its directors now face prosecution.