When Uwe Reinhardt noticed pus coming out his son's eye, he panicked. "When he is your firstborn, and you don't know where to go" you worry, Reinhardt, a Princeton healthcare economist, said. It was past 5 p.m. – after hours for his family doctor –so he had to take his son to the emergency room. They waited three hours just to be told that his son had an eye infection and needed a topical cream to treat it – a diagnosis that any doctor could have made. "How is this consumer friendly?" Reinhardt wondered. He is not alone.