Which idiot would that be? I assume it's not Dr. Williams. If the price of health care goes up somebody else picks up the tab and the user changes little behavior as he doesn't see it until sometime in the future when his insurance goes up and then complains loudly. Anything you pay for directly yourself you WILL shop for best prince unless you're ignorant.
Who DOESN'T reduce consumption of gas when the price doubles? You won't likely cut consumption in half because it's important to you but the traffic on the roads drops when price goes up. Look up elasticity of demand.