In Health Affairs, Jonathan Skinner, Elliot Fisher and James Weinstein note data from Castlight Health showing that the price tag on one particular cholesterol test can range from $15 to $343 — and that's just within the city of Dallas, Texas. And before anyone yells "Free Market!", these prices are rarely, if ever, published, and often they're not even the actual price people pay. If markets are going to work well, both buyers and sellers need a lot of information about how much things cost and how good they are. In health care, buyers are denied basically all of that information, and they're occasionally unconscious when the transaction is being handled.