Because doing otherwise wouldn’t maximize profits. There’s no actual competition in the market for consumers to choose. Nearly all Americans get insurance through their work, and have absolutely no say in what companies those options are from, and those options might only change at the end of the year if the company changes their insurance partner (which I’m sure takes months to negotiate). UHC has no reason to change unless they are forced to. Customer Satisfaction in the industry is abysmal because there’s no incentive for the companies to actually be good.