That shouldn't be limited to cash payers though. Insurance companies should not be part of the process of care providers pricing their service, nor should they

That shouldn't be limited to cash payers though. Insurance companies should not be part of the process of care providers pricing their service, nor should they be able to deny a charge after the fact. Today's model is great for the insurance company, it should be great for the patient. If one wants to offer an insurance product they should be considering average cost of care based on whatever factors their actuaries come up withz they shouldn't be demanding say into pricing so they can protect their bottom line.