I don't think anyone in this tree disagrees with you here - the question the parent asked was how much should they charge? If the dollar cost of the procedure is $90, and insurance companies pay $100 and pay every time, how much should someone who has a 30% chance of paying pay for the procedure?
Please stop repeating this. Insurance companies do not "pay every time". Hospitals have to employ entire departments of RNs to argue with insurance firms that this procedure was justified and that test was necessary. Cash patients don't get to make that argument!