People, today, expect background information on nearly every good or service they seek, and that includes healthcare services. In the last century, we did not have the measures or systems in place to compare health providers, but that has changed in the digital age. Today, we have a burgeoning science of quality measurement alongside accelerating growth of public reporting in a wealth of online tools and resources. Moreover, patients themselves are increasingly likely to seek out those tools. More than 40 percent of Americans have high-deductible health plans that require them to pay for more of their care out of pocket, according to the January–September 2017 National Health Interview Survey. That accelerates interest in comparison tools and requires transparency. There is no turning back.