The idea of the non-regulated free market is that you'd choose with your wallet by going for another health care provider that tells you the billing rates.
If you want to force companies to reveal standard rates you are adding regulation. So is regulation needed or not?
Not even Adam Smith argued for a free market without regulation... He himself even identified several pain points and warned against "laissez-faire" economy.
That's at least one data point suggesting that in a free market, prices will become transparent.
Rather than focusing on the "meaningful use" EHR stuff, I wish the government would demand machine-readable and easily accessed pricing (list, prevailing, medicare, and all negotiated insurance, as well as actual collection rates) for services, at least from any doctor who accepts medicare or medicaid. Publish this, let people build awesome tools.
P.S. I never shared my opinion on the matter, but since you brought it up, I'm actually on the fence about the matter. I'm not a fan of the health care bill, but more because it seems to me like it's going to make things even more complicated than before. Also, I'm not a fan of the precedent the supreme court's ruling has set essentially weakening the states' powers. But, that's all fairly irrelevant to the discussion at hand.