Billionaire entrepreneur and investor Mark Cuban is shaking up the healthcare industry with Cost Plus Drugs, a new venture aimed at making prescription medications more affordable and transparent for consumers.

By pricing drugs based on cost rather than market demand, Cuban is disrupting the traditional pharmacy model and taking on pharmacy benefit managers who set opaque drug prices.

With a focus on transparency and affordability, Cuban’s approach is changing the game in an industry known for high prices and artificial shortages. By refusing to play by the rules and challenging established players in the industry, Cuban is setting a new standard for how drugs are priced and sold to consumers.