1 800 CONTACTS INC
EX-10
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<p align="center" style="margin:0pt 0pt 12.0pt;text-align:center;"><font size="2" face="Times New Roman" style="font-size:10.0pt;">&nbsp;</font></p>

<p align="right" style="margin:0pt 0pt 12.0pt;text-align:right;"><b><font size="2" face="Times New Roman" style="font-size:10.0pt;font-weight:bold;">Exhibit
10.1</font></b></p>

<p align="center" style="margin:0pt 0pt 12.0pt;text-align:center;"><b><font size="2" face="Times New Roman" style="font-size:10.0pt;font-weight:bold;">FIRST AMENDMENT
TO THE 1-800 CONTACTS, INC.<br>
AMENDED AND RESTATED 2004 STOCK INCENTIVE PLAN</font></b></p>

<p style="margin:0pt 0pt 12.0pt;text-indent:36.0pt;"><font size="2" face="Times New Roman" style="font-size:10.0pt;">This First
Amendment to the 1-800 Contacts, Inc. Amended and Restated 2004 Stock Incentive
Plan (the &#147;Amendment&#148;) is adopted by 1-800 Contacts, Inc. (the &#147;Company&#148;)
effective as of October 1, 2006.</font></p>

<p style="margin:0pt 0pt 12.0pt;text-indent:36.0pt;"><font size="2" face="Times New Roman" style="font-size:10.0pt;">WHEREAS, the
Company previously adopted and currently maintains the 1-800 Contacts, Inc.
Amended and Restated 2004 Stock Incentive Plan (the &#147;Plan&#148;);</font></p>

<p style="margin:0pt 0pt 12.0pt;text-indent:36.0pt;"><font size="2" face="Times New Roman" style="font-size:10.0pt;">WHEREAS, the
Compensation Committee of the Company&#146;s Board of Directors (the &#147;Committee&#148;) is
authorized and empowered to grant compensatory stock options and restricted
stock awards under the Plan and to establish the terms and conditions of such awards;</font></p>

<p style="margin:0pt 0pt 12.0pt;text-indent:36.0pt;"><font size="2" face="Times New Roman" style="font-size:10.0pt;">WHEREAS, to
facilitate the expeditious and efficient grant of routine awards under the Plan
to non-reporting persons, it is necessary and desirable to amend the Plan to
permit the Committee to delegate grant-making authority to a board committee
consisting of one or more executive officers who also serve as directors of the
Company;&#160; and</font></p>

<p style="margin:0pt 0pt 12.0pt;text-indent:36.0pt;"><font size="2" face="Times New Roman" style="font-size:10.0pt;">WHEREAS, the
Company, acting through its Board of Directors, has reserved the right to amend
the Plan at any time and from time to time;</font></p>

<p style="margin:0pt 0pt 12.0pt;text-indent:36.0pt;"><font size="2" face="Times New Roman" style="font-size:10.0pt;">NOW, THEREFORE,
the Plan is hereby amended as follows effective as of the date first above written:</font></p>

<p style="font-family:Times New Roman;font-size:10.0pt;margin:0pt 0pt 12.0pt 72.0pt;text-indent:-36.0pt;"><font size="2" face="Times New Roman" style="font-size:10.0pt;">1.</font><font size="1" style="font-size:3.0pt;">&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160; </font>Article
2 of the Plan is amended to add new Section 2.6 to read as follows:</p>

<p style="margin:0pt 0pt 12.0pt 72.0pt;"><font size="2" face="Times New Roman" style="font-size:10.0pt;">&#147;2.6.&#160; DELEGATION&#160; OF ROUTINE GRANT AUTHORITY.&#160; The Committee may by resolution delegate to a
separate Board committee established by the Board and comprised of one or more
executive officers of the Company who also serve as members of the Board (the &#147;Routine
Grant Committee&#148;) the authority to grant Options and Restricted Stock under the
Plan; <u>provided</u>, that the Committee may not delegate to the Routine Grant
Committee the authority to grant awards to officers, directors or other &#147;reporting
persons&#148; of the Company who are subject to Section 16 of the Securities Exchange
Act of 1934 (&#147;Reporting Persons&#148;).&#160; Any
such delegation of grant&#151;making authority shall specify a numeric limit on the
number of Shares with respect to which the Routine Grant Committee is
authorized to grant awards.&#160; The
Committee by resolution shall also establish such other limitations and
conditions on the Routine Grant Committee&#146;s delegated grant-making authority as
the Committee deems appropriate.&#160;&#160; The
Committee or Board may revoke any delegation of authority to the Routine Grant
Committee at any time.&#160; All actions by
the Routine Grant Committee require approval by a majority of the </font></p>


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<p style="margin:0pt 0pt 12.0pt 72.0pt;"><font size="2" face="Times New Roman" style="font-size:10.0pt;">&nbsp;</font></p>

<p style="margin:0pt 0pt 12.0pt 72.0pt;"><font size="2" face="Times New Roman" style="font-size:10.0pt;">members of that committee if more than one.&#160; Any action taken by the members of the
Routine Grant Committee shall be deemed to have been taken in their capacity as
directors and, if pursuant to a delegation of grant-making authority from the
Committee, shall be deemed to have been taken by a member of the Committee for
purposes of Section 2.5 above.&#148;</font></p>

<p style="margin:0pt 0pt 12.0pt;text-indent:36.0pt;"><font size="2" face="Times New Roman" style="font-size:10.0pt;">2.&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160; Section 4.1 of the Plan is amended
to add the following sentences at the end thereof:</font></p>

<p style="margin:0pt 0pt 12.0pt 72.0pt;"><font size="2" face="Times New Roman" style="font-size:10.0pt;">&#147;Additionally, the Routine Grant Committee, if any, described in
Section 2.6 above shall have the right and power to grant Options, Restricted
Stock or a combination thereof, in such quantities, at such price, and on such
other terms and conditions as the Routine Grant Committee approves; <u>provided</u>,
such grants (i) are not awarded to Reporting Persons, (ii) are on terms consistent
with the other provisions of the Plan, and (iii) comply with the Committee&#146;s delegation
of grant-making authority to the Routine Grant Committee.&#160; All actions taken by the Routine Grant
Committee within the scope of its authority shall be deemed actions by the
Committee, and all references to the &#147;Committee&#148; in Section 4.2 and Articles 5
through 8 of this Plan shall be deemed to include the Routine Grant Committee
when acting within the scope of its delegated grant-making authority.&#148;</font></p>

<p style="margin:0pt 0pt 12.0pt;text-indent:36.0pt;"><font size="2" face="Times New Roman" style="font-size:10.0pt;">3.&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160;&#160; Except as set forth above, the Plan
is hereby ratified and confirmed in all respects.</font></p>

<p style="margin:0pt 0pt 12.0pt;"><font size="2" face="Times New Roman" style="font-size:10.0pt;">&nbsp;</font></p>


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