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They are doing it out of necessity and not choice. I meant that if given the choice, consumers do not seek out lower cost alternatives when making medical decisions. If someone required an angioplasty and saw that Dr. Brown was having a 50% sale for angioplasties would they go to him? I highly doubt it. This is why health care prices do not decrease as most prices would in a normal market...consumers do not shop for value. It seems the best option is to have a single entity negotiate the prices and so on.