We must have discussed this in about 3 dozen threads but here is the official Oakley line:

http://opticianonline.net/Articles/2007/07/13/18937/Oakley+aims+to+educate+public.html?key=OAKLEY

just thought it would make for some interesting reading

Oakley's a lot of things to me, but good for my health it is not...good read though

While I do not dispute the need for quality eye protection, this "research" has got to be some of the lamest research I've seen. IMC ain't exactly bringing the science if you know what I mean. If anything, they proved some people don't give a crap about their sunglasses. My 5th Graders have conducted more scientific research. But, I guess the point of it is to get people to put more thought into what glasses they purchase, and that's a good thing.

Good on Oakley for commisioning something like this. I think it'll get some people to try the brand and find that Oakley does indeed have superior optics. But unless it's published in a scientific journal or something, it'll naturally and realistically be written off as biased marketing.

More than a third did not know which UV light their sunglasses should be blocking

What an odd question to ask people.
I do not know by heart which they should be blocking. Once I study a product whether on buying it or not I dig into that kind of info and find out what I need to know. Since I found out that it does the right thing and bought it, I can forget about that kind of details. Because it is of no relevance any more, the product does what it should do without me knowing the details.
So for this research, if this question is asked like this to the reviewed, I would be the ignorant one. While I only wear the right sunglasses.
It is so important to ask non-subjective questions in an interview.

On the other hand, it is good to inform people about eye protection in general.

More than a third did not know which UV light their sunglasses should be blocking

The thing with that statement, working in sunglass sales myslef, is that a good handful of people think they are only buying shades to block bright light and nothing else. "Give me the darkest pair you have, the suns to bright." Half of my customer don't even understand UV and never really listen when you tell them what UV rays certain shades block anyway. Again, because they're thinking back to what I said first.

Yeah Phil, I've heard that too. But Clear offers just as much protection as Black Iridium Polarized (in terms of harmful UV blockage). No?

UV protection is inherent in Polycarb and glass, the tint is an afterthought.

Yeah Phil, I've heard that too. But Clear offers just as much protection as Black Iridium Polarized (in terms of harmful UV blockage). No?

Yup. But some people just don't think that way. They think the darker the better. They think buying a pair of $10 shades from the circus cart in the middle of the mall with a tiny sticker that says 400% UV is better than an Oakley with no sticker on the lens. 400%!?! My ass. Cheap plastic with a coatin gon it that offers maybe 40%. Add an extra 0 for the hell of it and now we're better than the other brands. And rally, half the people you explain it to, they think it's just a pitch or it goes right over their head or they just aren't really listening.