It appears, at least, to not be blatantly self-serving in the way that the vast majority of his other policy decisions are.
He is, of course, absolutely positive that his executive order = transparency = market competition = "Pricing will come down by numbers that you wouldn't believe. The cost of healthcare will go way, way down." Because he has demonstrated that his thinking is always that simplistic. This is a complex market, and experts in these complex issues are split over whether it will lower prices at all, or raise them, much less "way, way down."
That's not to say that it won't help. It is certainly worth the effort to implement to see if it does. That is a good thing for Americans having to navigate the health care system.
If it doesn't work, he always has the out that HHS didn't implement it properly. And if it does work, despite it being a very complex problem that expert economists can't predict, he'll crow about how smart he is and how he did it all himself and knew absolutely that it would work.
But yes, this is a reasonable direction to try. I hope it works. I haven't the faintest idea if it will.