There are many different health institutions, which provide different health care services. The cost of those services are often paid by health insurance companies but a consumer still needs to pay a part of it out of pocket in form of deductibles, copays and coinsurances. That out-of-pocket expense varies from provider to provider and insurance to insurance even for the exact same service. Unfortunately, there is no way for a consumer to know that cost beforehand. Also, people don't talk about healthcare as they do about other things like movies. Hence, it stops them from making informed choices, often resulting in them paying way more than average cost and fetching them suboptimal satisfaction.