It's not about dying. Try to find a full price of something totally not related to dying. Some procedure or drug that you could shop for. Pretty quickly you'd find out you actually can't - you can't know the final price of almost any procedure ("estimate" is the best the could give, which does not guarantee a thing) and for the most providers the response to the request about prices is "we'll send you a bill after and then you'd find out". There's virtually no support for price discovery and zero tools for price shopping for many medical services. Maybe for drugs there are some limited ways, but outside of it, price shopping is insanely difficult if possible at all. So to which extent we can talk about the "market" if the basic activities of the market do not exist?