Just because this has been normalized doesn't mean it's not evil. If a healthcare company introduces processes that deny people life-saving interventions just to funnel more money to their shareholders, that company and its leadership are thoroughly evil.

I'd also like to add that I often pay more for things than I could get away with. I try to prefer locally owned businesses when possible, and if they have fair prices and give me good advice I often pay a bit extra (essentially a "tip" for the business) to support them.