[sf_rob]

Physicians just have a different utility function drilled into their heads. I strongly disagree with this utility function but they really are trying to strictly maximize health outcomes for their patients. Knowing billing information would be unlikely to change care, so they aren't really interested in learning about it. If it might effect care then they would end up in court one day, because the law shares the same narrowly-defined utility function.

I wish they would, both to "rock the boat" administratively and to empower patients to include price sensitivity in their own choices. They already spend half their time arguing with insurance companies though.