A wizened man is ailing from a cancerous tumor on his lung. His long-term doctor says the tumor is malignant and must be removed. So the ailing man sits down and writes a scope of surgical services needed and prepares a lengthy RFP replete with AMA standards and specifications. He mails out ten copies of the RFP to ten reputable surgeons, who read it and then prepare cost proposals for the surgical procedure. Approximately one month later, the ailing man receives all ten proposals.