> Reading some of the other comments makes me think I’m just another mug who doesn’t read his insurance policies. But I still think that offering “£5,000,000 in medical cover” without qualifying that it really means "£5,000,000 in medical cover, only if we absolutely can't get you home and get the NHS to do it for free", borders on deliberately misleading.
I agree with your sentiment and believe this is just a shitty fly-by-night fake "insurance" company that collects premiums and dispenses plane tickets, but insurers aren't obligated to pay top dollar for whatever course of treatment you deem necessary without any opportunity for negotiation. If they're footing your bill, they get to have a say in the matter of when and how the job gets done.
He paid pennies for the "coverage." With that being the case and his being a British citizen, their treatment plan for everything is likely to fly patients back to the UK whenever possible. You don't become a billion-pound company charging 200 pounds at a time while also reimbursing first-world medical claims for travelers who aren't paralyzed in an ICU. I doubt they offer similar coverage to non-Brits for the same price, if at all.
We have similar plans wrt auto insurance in the US. You can either get proper insurance and pay a fair amount or the legal bare minimum for pennies, and when you get in your first at-fault accident you quickly learn what it is you have (or haven't) been paying for.