Actually most consumers are not in control of the funeral situation. No pre-planing, no money for funeral costs, and grief stricken. There was a study done that showed that people who were under stress (grief) their thinking process was similar to a person who was drunk. Not in exactly the best frame of mind to make some expensive funeral decisions. It’s not the funeral homes fault ether. But I have never found a funeral home in my area that will show the consumer(who has limited money) how to save on a funeral. As for market forces controlling funeral costs(in our area it’s a cartel) that only works for those who get educated about a funeral before needing a funeral director. Most people do not do this so they get taken by funeral directors who do not say NO, “You don’t need this for a funeral”. Maybe we need 3rd party funeral planners who work for the consumer to tell both the consumer and funeral director “No, you don’t need this for a funeral”.