Heldt's experience raises the question: Aren't people supposed to "shop" for healthcare, thus driving down costs using the power of the marketplace?
And if Heldt had time to shop for medical care, would you or me take the lowest price offered? What person would want healthcare on the cheap? Healthcare is not like getting your car fixed. It's YOUR health...maybe your life. We're raised to believe "you get what you pay for." Who would take the risk?
Ironically, people ARE taking the risk. A very low risk considering the benefits. Many are having surgeries in other countries despite another lie: foreign healthcare is substandard. 
Substandard? Where? Sure, in some countries. But the vacation healthcare industry is thriving. Though I am sure stories can be found among the conservative press that some people have had bad experiences, but evidently not enough to scare people away.
Claiming that free market healthcare will lower costs is a lie and "choice" is not a false promise of quality.