Now yes, in the real world there are certainly man areas where it can get complex (such as processing ability). But for a party that claims to champion the Free Market, things like information symmetry and cost internalization should be core goals. Information symmetry in particular is low hanging fruit, it should be both utterly uncontroversial and straight forward for businesses to implement as obviously they're keeping track of all of it internally anyway. It is explicitly and incontrovertibly anti-Free Market to support efforts to hide pricing information from any party to a transaction, full stop.
It is a shame that the Republicans have so often been opposed to the Free Market in their actual actions and policies, whatever words they choose to say, given that the Democrats are also not all-weather friends to it. It's a very powerful tool that could be used for a lot more good then it is. I guess it doesn't help though that so few people in the general population have any idea what it actually is. The name probably doesn't help either: "Free" and "Market" are two of the most overloaded words in the English language, and the name might encourage people to imagine they know what it is through "common sense" in a way they wouldn't about something like quantum chromodynamics. Economics (along with probability and statistics) is sorely under taught in most public education curriculums I've read, despite being key to modern life.