Well, I think he might bring bloodletting as an example. When a person felt sick, he went to a doctor. The doctor looked into the current medicine books (which were based on pseudo-scientific Aristotelean view of the world) and opened up the patient’s veins to let some blood out. Obviously, this did not help the patient, but he still paid for the service, because the doctor said it was the best treatment.
If a patient was richer, he might have ordered more blood-letting services, like leeches. Or maybe some smelling salts. Or, if he was in China, he might have ordered accupuncture or tiger-bones soup, which were also not helpful.
So, why were these patients paying for crap treatment? Well, the same reason why they pay for predicting future or why they go to casinos or to chiropractors. If I get a cold and someone puts some leeches on me, I will get better in about a week. And I will associate getting better with leeches. (Also, when an educated gentleman does something that he says will help, that makes me feel like I got a treatment, whether or not I am actually feeling better.) But if I do nothing, I will also get better in two weeks, but I won’t have the same memorable experience of being leeched to associate my getting better with.
This is why people have been paying (and still pay) for different pseudo-treatments that “work” because they associate natural self-healing result with some mumbo-jumbo ritual. So, how does free market improve quality in this service?
On the other hand, oftentimes, people get chemotherapy and radiation treatment already when they are sick with a very aggressive and dangerous disease. Oftentimes, they still die despite the treatment. Oftentimes, they hear of someone who went to a hospital because he had some “back pain” or a “heartburn”, then got a bunch of tests and treatment and promptly die. As a result, you can hear sometimes from uneducated people things like “hospitals give you tumors”.
This is what he might mean when he says that “patients make irrational market decisions”.
I personally see two answers to the above argument:
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Yes, some treatments hoodwink people into paying for them and thinking that they got better (as a result of the treatment). But some treatments do make them feel better because they treated the symptoms. So, just because people sometimes get confused about the quality of the service they are receiving, doesn’t mean that they are always confused.
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He is making a value judgement. It’s similar to saying: “Some people buy cars that have velvet seats and nice A/C and eye-pleasing color. Fools! A good car is a good engine, breaks, transmission, etc. How is the free market controlling for car quality?” Well, who says velvet seats and nice A/C are not products? So, going back to the medicine, maybe the doctors who did leeching and accupuncture provided the patients with a sort of psychotherapy or a comfort therapy. They did not cure the disease (because they didn’t know how), but they provided them with a peace of mind. It is not different from someone today doing pain management as opposed to curing the actual cause of the disease.
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What’s the alternative? Ivory-tower sages deciding what is “really” the best treatment and what is “really” the best hospital? But it’s these ivory-tower sages that have historically told their patients that bloodletting is the way to go.