Coffee is important to many of us, but let's say your coffee maker breaks. Finding a new one is as easy as typing "shop coffee maker" into your browser. Voila — you've got models, prices and customer reviews at your fingertips.
But say you need something less fun than a coffee maker — like a colonoscopy. Shopping for one of those is a lot harder. Actual prices for the procedure are almost impossible to find, and Bob Kershner says there's huge variation in cost from one clinic to the next.