Back in 2010 Doug Hirsch, a techie who has worked at Facebook and Yahoo, had a frustrating experience trying to pick up a prescription. He went to a big chain pharmacy in Los Angeles and was told — to his dismay — that his prescription would cost $450. An experienced shopper, Hirsch decided to do a price comparison. So he went to another pharmacy, where he learned the same prescription would cost him $300. Then he went to a third, where the pharmacist tried to negotiate, asking if he had a copay card and offering to match the price at another pharmacy.