"[T]he notion that access to prices alone will enable consumers to choose suitable coverage makes two big assumptions about consumers: [1] that they are in a position to accurately identify and predict their healthcare needs; and [2] that they won't be inclined to value the short term (i.e., more money in their pocket each month due to lower health insurance premiums for higher deductible plans) over the long term (i.e., access to health care treatment they can actually afford when they most need it). The stark reality is that both of these assumptions are wrong."

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