The problem with US healthcare isn't profit seeking, it's that years of regulatory technical debt starting with the employer tax deduction totally broke the market and the incentives to control costs are shattered like most things our interests-captive government pays for anymore.

I for one am cheering on the capitalists trying to come and do an end run around this political mess. There's no reason healthcare can't be like buying anything else in a competitive market other than the legal complexity dealing with it and daunting capital required to over come that.