Do you want medical care from the 'cheapest in town'?

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I was listening to Jeff Foxworthy tonight and he said something very interesting: He had seen a billboard claiming that an eye clinic had the cheapest LASIK surgery in town. He replied that if he was to go to a place that did eye surgery, he would want to go to someone with a little more pride in his work. Why the slogan "Cheapest in town"? Why do we endeavor to lower the cost of medical care? Do you really want to be treated by healthcare practioners claiming they cost less that others? Would you want to have your doctor treat you using equipment from the lowest bidder? Two issues that drive medical costs: wages for the healthcare workers, and cost of medical equipment/pharmaceuticals. My belief is that you would not want to cut wages for the doctors, nurses, pharmacists, radiology techs, laboratory techs, etc (conflict of interest notice: I am a medical technologist and work in a hosptial laboratory). But, to me, the real culprit is the cost of medical equipment and pharmaceuticals. Example: Most of us have seen the nylon, padded 'coolers' with the zipped lid. The coast US$9.95 to US$19.95 depending on size. Put a medical emblem on it, call it a specimen transport bag and now it costs US$69.95 to US$99.95! Essentially it's the same bag! Any way, thats my story. What is yours?