This is a completely rational price given that none of the prices are published, and that the prices tend to be set more on who is doing the paying than anything related to the actual cost.
Do an experiment sometime. Pretend that you need an MRI of your head. Call around to the various places that provide MRIs and see if you can get (a) the price, (b) a description of the equipment that will be used so that you will know if it will be a good MRI or an ancient one.
It's pretty laughable that we just had a major "reform" of our health insurance system, with lots of lip service paid to cost, and yet there is still no information available to allow people to make decisions based on cost and quality, and this appears to be by design.