Feds: 'Price-Tagging' Key to Consumer-Driven Care : Administration's theory is that incentivized consumers will drive price down and quality up.

He said he believes, for the most part, that they are. "I come at my business from the point of view that people are smart. A lot of people, especially in the health care business, come from the point of view that people are not smart and are unable to make intelligent, informed choices. That's a fundamental difference."