Yes, that’s the stated goal: if I’m looking for plane flights, I don’t want to think United is cheaper because I haven’t gotten to step seven of the checkout flow where they say that oxygen is billed separately and the bathroom takes all major credit cards.
Companies are adding these fees instead of raising prices precisely because it makes comparison shopping harder, and that’s never good for society as a whole. They’re keenly aware of the psychology here: once people start putting in the cost of filling out forms, etc. they’re less likely to abort halfway in even if the additional fees bring the total higher than they would have picked at the beginning. The companies have spent a lot of additional time and money redesigning their systems to exploit this, and you’re paying for all of that.
Nobody made companies hide the prices in the first place. It was a deliberate tactic to trick buyers.
In the EU the advertised price has to be with all fees included. No surprises, and I don't have to care if the hotel is €75 + €25 service fee, or just €100.
if prices are presented side by side or are otherwise compared by consumers, they should not have hidden post-comparison mandatory additions that distort that process. price comparison is pretty much the bedrock of a market economy, allowing market participants to distort that process for unfair advantage is clearly a problem.