Because they can't charge as much.

That's the same argument made by conspiracy theorists claiming pharmaceutical companies suppress cancer cures, and it's just as bullshit.

My infertility treatment involved a cheapest-first approach, and that's entirely standard. We were told about charting cycles for best chances, analyses were done, some drugs were tried, and we were able to get pregnant via IUI for about $300 total. IVF is pretty much the final option, tried after everything else fails.

Just because idiots use an argument doesn't mean the argument is stupid.

30 seconds of Googling brings up this article [1] (a secondary source, primary sources are Bloomberg and Washington Post), discussing the impression that doctors are performing/suggesting unnecessary, yet expensive surgeries/treatments. Even if it turns out not to be true (after proper research), it's an argument worth considering in any situation that involves financial incentives not aligned with the desired outcome.

[1]: http://globaleconomicanalysis.blogspot.co.uk/2013/10/unneces...