From Forbes by Tom Barlow – May 27, 2011
The Internet has brought about a sea change in how we shop for widely-available goods. No more can a local merchant get away with overpricing products that savvy shoppers can comparison price with Amazon. There are still many hold-outs, however,including dentistry. How many of us call three dentists to get prices before we schedule a crown?
This was the dilemma facing Jake Winebaum, CEO of startup website Brighter.com, when his father asked him if the quote he received for three crowns, $6,500, was a fair price. Winebaum told me that when he tried to research the question he could find no objective pricing comparison information.
