There are frequently multiple providers available, and they often have wildly different costs. Some insurers have experimented with incentivizing people to choo

There are frequently multiple providers available, and they often have wildly different costs. Some insurers have experimented with incentivizing people to choose lower-cost providers with some success. If I could easily see that provider X was even 10% cheaper than provider Y, but has comparable ratings, I would probably go with X unless it's especially inconvenient, and I'm probably less price-sensitive than most people.