If you are facing death, no one wants the off brand, budget cancer treatment. No one is going to shop around for the best value cancer treatment.
If you have a heart attack, no one is going to call around for the best price on the ambulance.
It is like a luxury market. People shop around for the best doctor/treatment with no regard at all for the price.
So it is like complaining that a luxury service market is expensive.
The only way around this is a completely state run health care system that you have no choice.