Prices of medicines have gone down in the Netherlands for the last 20 years. The issue of pricing demonstrates how the different stakeholders in care keep each other as prisoner in the same context, rather than as co-stakeholder to the same goal: realizing better care to a lesser cost. Surely a provider of drugs can be hold at a distance to the other stakeholders, suggesting the pharma industry can be overpowered by payers, politicians or other stakeholders. It is a short sighted attitude. Innovation in care cannot do without close collaboration between stakeholder and a common way in dealing with costs and profits.