The list of services and prices mean that we know what we're in for:
Services and Costs
Minor illness exam $62
Minor injury exam $62
Skin condition exam $62
Wellness & prevention $20-$95
Health conditionmonitoring $62-$97
Additional charges may apply.
Are they a viable alternative to the ER? I would think that in some cases, yes and the transparency might spur some competition or additional transparency in prices. Unlike David Goldhill I'm less certain that this will occur but the proof will be in the pudding (or time).