For some companies, insurance premium increases can be directly tied to the artificial substitutes for true consumerism hidden in “co-pays,” “preferred provider networks” and “free” preventive care. (Photo: Shutterstock)

Everyone loves a good deal. We’re trained to seek out good value and celebrate a job well done when we pay less for something than we think it is worth.

That’s why the overwhelming majority of Americans have positive feelings towards the benefits that our health plans cover for “free.” Similarly, health plans that include features like modest co-pays for medical care are generally viewed as “great benefits.”

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