"When you go shopping for a car, you know its price: it's right there on the window, and there are numerous sources for information about key aspects of quality. When you are booking a hotel room, likewise, it's easy to know the charges and to instantly access evaluations on everything from the cleanliness of the bathroom to the friendliness of the front-desk staff. Yet, when it comes to our health care system, it has been virtually impossible for a consumer to find out what it will cost for any given procedure or course of treatment, and to determine whether the quality of care is worth the price. This makes no sense from either a market or medical perspective."

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