You don't want it to be a free market. People who need urgent health interventions are not ordinary rational consumers. They may not even be conscious. Combine

You don't want it to be a free market. People who need urgent health interventions are not ordinary rational consumers. They may not even be conscious. Combine this with providers incentivised to provide as much healthcare as possible at the highest possible markup, and insurers incentivised to deny as much care as they can ... and you have what always looks (from the other side of the Atlantic) like a gigantic life-and-death financial nightmare.