Why on Earth would reducing regulatory overhead decrease medical device/drug costs? That would only be the case if competition had already driven costs down as

Why on Earth would reducing regulatory overhead decrease medical device/drug costs? That would only be the case if competition had already driven costs down as much as possible and margins were thin. If companies are currently able to charge high margins and their costs are lowered why would they choose to pass on any savings to buyers? Surely they would just maintain their prices and capture more profit.