I can see how Aetna would release a statement blaming their price increase on fallen profits...
Honestly.
Free Market means they are Free to raise prices and you are Free to shop elsewhere.
It does not mean I have to pay so You can get it for free; that is socialism as practiced by the Democratic party.
Which presupposes that you have;
A. level playing field.
B. Can get that resource some place else.
In this particular field neither of those is quite correct.