I think as the understanding of the health system continues to spread, it will become more and more difficult for certain unethical practices to survive the backslash.
Isn't it only relatively recently they've even had to show us prices? And so draw attention to the $15 bandaids, etc?
(I've never had any actual hospital stays while living in the US so have never seen a receipt, and so don't know the progression)
It just so happened that the meteoric rise in healthcare costs came to a head when the social media and the internet was also blowing up.
Even without the internet, it was still well known enough to be a sufficiently important political flashpoint to actually result in Affordable Care Act passing. But I remember Clinton debating about healthcare costs in the 90s on national TV, it just had not effected sufficient number of voters yet to become a big enough issue.
I also assume it has something to do with baby boomers reaching the age where they start experiencing healthcare costs and so you have a huge portion of the US population gaining experience for the first time of how much money they will have to spend on healthcare.