Thank you for calling Air Health Care . . .

This is kind of an interesting perspective, though obviously health care is very different from air travel. Still, it's something to think about.

In fact, this little spoof seems to really get to the heart of David Goldhill's point (here is his brilliant cover piece for the Atlantic Monthly) . . .

The biggest problem with the American health care system is the backward incentives.

Why do we as consumers accept such poor quality? Because we don't see ourselves a customers operating within a market structure. Why don't we see ourselves as customers? Because most of us aren't paying anything like the real cost of our health care.