Totally agree, I'm just saying it's unfortunately a standard across the industry, it's not just Booking. You're always allowed to set "show full price", which is then remembered after the first visit. It's the first thing I do whenever I compare prices across sites.

Overall I find Booking pretty neat, once you get past all the "449 people booked this room in the last 4 seconds" bs.

Having said that, Agoda has the lowest price most of the time, so I put with their bs even more willingly.