Your point is a good one, but maybe a different procedure would be a better example- most people suffering from an intracranial hemorrhage aren't in a position to do a whole of of comparison shopping on where to have it taken care of.
Let's say you suddenly lose your ability to speak, you think it's a stroke, so you head to the closest clinic. They freak out because you need to go to a stroke center. People (or their family) often ask "What's the best stroke center around here? I want to go there!".
If they had the info available to them, why couldn't they include cost in that equation?