In a vacuum, that would make sense, but most of these insurers still have to compete with at least one or two other big players. So while you could increase yo

In a vacuum, that would make sense, but most of these insurers still have to compete with at least one or two other big players. So while you could increase your costs so that you can increase your premiums thus getting 5% of a larger pie, that assumes that you can increase your premiums without losing customers to competitors. For the most part, on the ACA marketplace, all the plans are pretty similar, so price is really your main differentiator. Perhaps the obstacles of switching providers makes this competition less of an issue.