01 — The Heart
No family should choose care in the dark.
Memory care costs $6,000 to $12,000 a month — and almost no family knows that until the crisis arrives. A parent's diagnosis. A fall. A phone call at midnight. Then: frantic Googling, opaque pricing, sales tours that feel like timeshares.
7 million Americans live with Alzheimer's today. By 2050, nearly 13 million will. Every one of their families will ask the same question: what does this cost, and what's worth paying for?
"We toured four facilities in a week. Prices ranged from $5,800 to $11,200 a month and nobody could explain why. We chose blind."— Every family, eventually
