They're charging what the market will bear.
Healthcare is not a market. There’s no such thing as free market healthcare in this country. If Hostess overpriced cupcakes in an attempt to gouge customers the market will move elsewhere. With healthcare you have no choice. Or at least very little. Every form of insulin is overpriced. The consumer has no choice because if they don’t buy the product they’ll die.
Some forms of healthcare are market based. See LASIK surgery. In those cases, the market regulates price pretty well. Drugs are an example of when tha cant happen. .