I have read about one third of the book "Priceless" (a book critical of the American health care system). The bottom line of the book is, as I understand it, that the U.S health market is no real market: Medical personnel serve the federal government or health insurance corporations rather than their customers. Consumers on the other hand, have no incentive to be thrifty since they have low out-of-pocket costs. My question is now, why does Americans simply not choose a better Health Care insurance company? And if that is not possible, shouldn't someone start a better Health care insurance company that would out-compete the competition? Or why does someone not just start a hospital which cuts out the medical insurance companies entirely?