From a link provided...
T
he high price paid for colonoscopies mostly results not from top-notch patient care, according to interviews with health care experts and economists, but
from business plans seeking to maximize revenue; haggling between hospitals and insurers that have no relation to the actual costs of performing the procedure; and lobbying, marketing and turf battles among specialists that increase patient fees.
http://www.nytimes.com/2013/06/02/health/colonoscopies-explain-why-us-leads-the-world-in-health-expenditures.html?pagewanted=all&_r=1&In other words, hospitals have become for-profit businesses.
So the next question is where do those maximized revenues go? Any guesses?