need pricing info displayed in potential view

need pricing info displayed in potential view

When viewing a Potential Detail, the Products section does not show unit pricing info, but seems to show info like Product Active, Manufacturer, etc.  I played around with the Product Settings/Edit Page Layout, and it did affect what is displayed in the Potential Detail view, but i could not get Price info to show up.  What am i doing wrong, or is this a shortcoming?