The existing standard of care was a liver transplant. The price that the manufacturers set for the drug was based on what they thought various insurers would be

The existing standard of care was a liver transplant. The price that the manufacturers set for the drug was based on what they thought various insurers would be willing to pay for it. People definitely caterwauled about a $100,000 drug regimen, nevermind that it is often a cure and a lot better than an organ transplant.