You could only go for the $500 MRI if someone gave you the choice though. If the market will bear a $1500 MRI the two or three hospitals you <i>might</i> have a choice between don&#x27;t have any real incentive to lower prices. Neither hospital is likely to believe there&#x27;s a huge untapped market for MRIs that will make up for the loss of profit and an extra $1000 per MRI of profit means they&#x27;d have to at least quadruple their volume to make up for the smaller margin.