your health is worth an infinite amount of money to you No, it isn't. Avoiding certain very undesirable outcomes is worth an infinite amount of money to me, bu

your health is worth an infinite amount of money to you No, it isn't. Avoiding certain very undesirable outcomes is worth an infinite amount of money to me, but suffering from strep throat symptoms for 3 days instead of 5 days is worth a finite amount of money. My upper bound on that is hundreds of dollars, but if I can pay less to get the result I want (if I'm certain I have strep, I want a course of amoxicillin, and I don't care if that involves seeing a doctor), I will pay less. Competition can drive the price down even if the buyer isn't price-sensitive.