"Today marks a turning point in how credit scores are delivered and priced across the mortgage industry," said FICO CEO Will Lansing in a press release. "This…puts pricing model choice in the hands of those who use FICO scores to drive mortgage decisions." They also criticized the expense of obtaining credit scores for consumers, who ultimately might not take out a loan with their company. The new program model will price a FICO score at a base $4.95. With this announcement, FICO has at least doubled its publicly disclosed prices year-over-year while introducing operational costs and risk to resellers and lenders," CDIA said.