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is this sort of the “free market” example of disruptions in healthcare space that could may be move healthcare in US towards a model where you pay for what it actually costs instead of the inflated and opaque pricing that private health insurance thrives on ?

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In spite of the missing question mark, I think the answer is yes

I'm not even particularly bullish about companies being able to improve transparency (it's a really complicated system, the incumbents stand to make/lose enormous sums of money, even when lower cost alternatives exist doctors might be contractually obligated not to discuss them)

But I think that this is a really good step

Similar to toasttab or chownow in the food ordering space

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