This technique, which I believe is trademarked in name by another surgeon, is basically a breast reduction where the vertical scar is avoided. Not every breast shape is likely to be a good candidate for this method, as it requires a certain degree of overhang to allow the breast tissues to be pushed up under the skin without accessing the tissues through the vertical incision. As to cost, I think the practitioners of that method do typically charge more than for breast reduction with traditional Wise-pattern (anchor) or vertical incision approaches. At the end of the day, you need to look at before and after photos of breast reduction patients to see if the vertical scar is really that objectionable to you; I find it fades a lot in most patients and the shape is the most important issue.