And when you get a broken leg you'd go shop around, comparing prices and looking up reviews? You can't have a "real" healthcare market. It is inelastic, people will always pay whatever is asked of them. It requires massive investments, naturally consolidating into a few large actors that are then easily able to join in a cartel, lobby the State for regulatory capture, etc. Price gouging and profiteering are just the end game of a free market functioning normally.