Innovative health technologies are often enthusiastically viewed as game changers however their costs are sharply criticised. Take, for example, CAR T-Cell therapy, which has a price of up to 500,000 euro per person. This raises many questions. For example, what is a fair price for a medicine? How should the price be related to the effectiveness or the number of end-users? What about the risks taken by the company to get the therapy to market? What about the risks taken by the end-user who use the medicine? And what about the risks taken by the payer? Is it unrealistic to think that there is a solution that would be fair to all stakeholders? And how can we ensure that the whole system is financially sustainable in the long term?