That is a cost to the buyer, either patient or insurance company.
The technology can be pricey as phinds indicated in his second post.There is the capital cost of the machine, which can vary widely ("typical prices range from $1 million to as high as $3 million for a single, state-of-the-art, high-powered MRI machine that can deliver the most detailed results"), then there is the operating cost (electrical usage and trained personnel), administrative cost, liability insurance (can be substantial for diagnosticians), salaries of doctors/nurses, and profit.
A neurologist recommended (prescribed) an MRI for my daughter. The cost was about $800, of which the insurance paid $640 (0.80 of customary). We found out after the fact that the doctor was a partner in the radiology group, so he was making some bucks on MRIs. In addition, we were told that the clinic did not do the full MRI, so we needed another MRI done. When the neurologist could not (or would not) give a prognosis, but recommended more tests, we went elsewhere.
My daughter's health and welfare was on the line, and I didn't care for the neurologist's attitude. Of course, I going to pay for whatever my daughter needs to be healthy, but I felt the neurologist was more concerned about making money than patient care.