Coopervision's New Products

We recently received a letter from Coopervision stating that their Avaira 2-week lens is being discontinued. Fine, we don't have many patients in those. I don't think I am insulting anyone or shocking the world if I say that lens never sold well, here or anywhere. In its stead we are advised to now Rx their new 2-week lens, Avaira Vitality. The description in the letter is a bit vague. Here's word-for-word what Coopervision says about the new lens: "enhanced with higher water content, improved protection with a Class 1 UV filter, affordable silicone hydrogel option, seamless refit for Avaira wearers". OK so that all sounds nice. UV protection is good, and who doesn't want more water?  It's probably an improvement on design, but to be honest it doesn't sound like a huge change. Can't help but wonder if it's more of a marketing thing, but then again I'm a known skeptic. They also have a relatively "new" product (Summer 2016, I think) called Coopervision Biofinity Energys. We just received a fitting kit this week out of the blue. We are not a big Coopervision practice so I have to admit I had not kept up with this company and their new products and I had to do some research. The company claims it helps wearers with digital eye strain associated with "growing screen time." It's true that many patients have symptoms from their increased screen time, and Computer Vision Syndrome is one of the most complained about things in all of eye care. But once again the claims are kind of vague: "Digital Zone Optics" (whatever those are) to help with "eye tiredness and dryness". Here's what their website states about Digital Zone Optics: "Digital Zone Optics™ lens design, the breakthrough that integrates multiple front-surface aspheric curves across the entire optical zone. This simulates what’s known as positive power in the center of the lens, helping reduce strain on the eyes’ ciliary muscle as a person moves their gaze from on-screen to off-screen and back with less effort."
Ok that all sounds great, it really does. But you have to admit it's kind of vague, like I said before. "Simulating positive power" sounds like asphericity, a concept that is not new. However having it be "in the center of the lens" sounds like a center-near multifocal, but the word "multifocal" does not appear in any description of the lens anywhere, nor is this marketed to presbyopes. Actually if you read the press release, Coopervision says the lens is specifically marketed to "Millennials". So a little bit conflicting. Kudos to Coopervision for actively designing and marketing a lens for both Millennials and Computer Vision Syndrome sufferers, but I'm just not quite sure how this lens works or how it fits into a busy contact lens practice. We'll see, I guess!