When you are shopping for something, are you looking for the best price? The best value? Or just THE BEST? This article shares data from a study that suggests most consumers think more expensive health care is higher quality care. It's easy to understand that way of thinking, since it tends to be true for other things like electronics, cars...you get the picture. The article raises important questions about the most effective way to use transparency data on health care costs. Depending on your population, cost data alone might not drive the desired outcome. Quality indicators and lots of user education will be important to lead shoppers to the best purchasing decision for care.