a hole-in-one

So this is how they solved 2011, 2012, 2013, 2014, 2015,
2016, 2017, 2018, 2019 and beyond

With a hole in the 1

Yes, these guys figured it out. How to keep the goofy New Year's sunglasses empire going straight on through to the year 5000 and beyond. I thought this strange fashion statement would end in 2010.

I would have never though of making the "1" wider and adding a lens. Of course! Brilliant. Clearly, these clever devils will be in business while the other guys will go bust. Or copy the clever idea, which is much more likely.