The rapid increase in out-of-pocket medical costs has motivated the implementation of policies that provide consumerfriendly and actionable cost information. The aims of price transparency regulations include a more engaged health care consumer and enhanced competition among clinicians, ultimately leading to improved patient-centered outcomes and increased efficiency in medical spending. An important example is the Centers for Medicare & Medicaid Services (CMS) Hospital Price Transparency Rule that requires hospitals to disclose cash prices and commercial payerspecific negotiated rates for 70 clinical services deemed to be shoppable. 1 While there is broad multistakeholder support behind price transparency efforts, programs designed to achieve these ambitious goals have proved challenging to implement, and evaluations have reported mixed results. Concerns include that the information provided to consumers often lack context (eg, absence of information regarding patient out-of-pocket cost), that posted data are often incomprehensible to allow informed medical decisions, and that patients are charged for services not included in the quoted price. 2 Despite these limitations, decision-making based on the posted cost information for shoppable services should be relatively straightforward, especially for the nearly one-third of people in the US who are uninsured or enrolled in high-deductible health plans, since the posted price is the one that the patient would be responsible to pay.In this issue of JAMA Internal Medicine, Thomas and colleagues 3 shine more light on the challenges and shortcomings of existing hospital pricing reporting requirements, demonstrating that in many circumstances the information available to consumers requesting a cash price for shoppable services can be unavailable, often misleading, and frequently unhelpful. In this cross-sectional study, the researchers used secret shoppers to determine and compare a hospital's online cash price (when accessible) for vaginal childbirth and brain magnetic resonance imaging-2 of the required CMS shoppable services-with cash prices offered over the telephone (when accessible). Three hospital categories were sampled: 20 top-ranked, 20 safety-net, and 20 non-topranked, non-safety-net. The study's results affirm concerns regarding the usefulness of current transparency efforts in that less than half of the hospitals provided online prices and that when prices were made available both online and over the phone, there was poor correlation between the online and phone prices. The latter finding suggests that a patient may often end up paying an amount different than quoted online.