It's not impossible that those companies would try, but it's not impossible that strict legal action could prevent it at least in theory. I think that if we just acknowledge markets don't care about the welfare of people than we have a commonly agreed upon problem. Should it be morally acceptable to put our hands up and say, luck of the draw, some will die deep in medical debt and others get to become horrendously wealthy. As a species I hope we have progressed enough to move past that base thinking.