I believe the theory is that by posting prices online hospitals will become generally regarded as being "expensive" or "inexpensive", which in turn could drive prices down.
>> They said they might look at selling when the value of all the Bitcoin in circulation approaches the value of all gold in the world — some $7 trillion or $8 trillion compared with the $310 billion value of all Bitcoin on Tuesday — given that they think Bitcoin is set to replace gold as a rare commodity. But then Tyler Winklevoss questioned even that, pointing out the ways that he believes Bitcoin is better than gold.
I found this to be the most fascinating part of the article.
Branding suggestion: I would change the name/logo. Not to be PC, but because the name/logo gave me an immediate cringe and I would have a hard time telling my friends about this service by name. I know it's unintentional by you. Please take a look at the 2nd definition: http://www.dictionary.com/browse/coon
