List Price issue

I really don't like this list price/unit price garbage since they don't reflect what the natural meanings are for US users. List price is the price that a manufacturer suggests people charge as in MSRP. Nobody actually charges this price and fewer then nobody wants to pay it. But I digress.

I'm importing products for my 3rd time and there is no place to import a list price in my form. Unit price is there but no list price. I go to create new product and there's no field for list price there either. In fact, the only place I see list price is on quotes and there, it's the only price field it will use.

What am I missing? Why can't I map this field in my import function?