"2. The "Insurance is better" customer bias. The average consumer of healthcare expects to show up, slap their insurance card down and receive treatment. This abstracts them from being the direct payment entity of the services they provide. If you piss off the patient but provide the service to code, then the insurance company will pay. If you please the customer but go outside the payment structure, the insurance will not pay. Businesses get paid."

THIS. Combine this with the fact that most consumers receive insurance through their employer (and expect this too) further abstracts them from being the payment entity.