I'm basing my opinion on the known effects of pharmaceutical advertising. Consumers make choices on factors that have nothing to do with treatment effectiveness. If you need a new knee, you have no educational background to judge the effectiveness of a particular knee for your body or injury.
That's what I hire experts for and in the information age discerning between well qualified experts with a good track record and those that are mediocre is easier than ever before if one takes personal responsibility for doing so, you already have HEAVY government regulation of the health care market, how's that working out? If consumers are forced to and given the opportunity to make their own informed choices (as well as bearing the FULL consequences of poor choices) they'll do just fine, if we continue down this road of offloading the responsibility to government then we'll continue to get worse and worse results.
You're arguing for a continuation of the failing system that we have today and thus refusing to think outside the ever shrinking box of ... "People can't think for themselves thus need government to do their thinking for them". At the very least we need to free up the States to experiment with Co-Op markets that are free from Federal interference and let consumers decide if they want to opt into them, let's see how well they compete with the hyper-regulated market, I'm betting they'll blow the doors off the government run system.