The presence of non-convexities in electricity markets has been an active research area for about two decades. The -inevitable under current marginal cost pricing -problem of guaranteeing that no truthful-bidding market participant incurs losses in the day-ahead (DA) market is addressed in current practice through make-whole payments a.k.a. uplift. Alternative pricing rules have been studied to deal with this problem. Among them, Convex Hull (CH) prices associated with minimum uplift have attracted significant attention. Several US Independent System Operators (ISOs) have considered CH prices but resorted to approximations, mainly because determining exact CH prices is computationally challenging, while providing little intuition about the price formation rational. In this paper, we describe CH price estimation problem by relying on Dantzig-Wolfe decomposition and Column Generation. Moreover, the approach provides intuition on the underlying price formation rational. A test bed of stylized examples elucidate an exposition of the intuition in the CH price formation. In addition, a realistic ISO dataset is used to suggest scalability and validate the proofof-concept.