It could be a marketing campaign paid for by the "greedy rich" to improve the health of the system.

American's love celebrities, so if celebrities pay for access, the common American will want what is temporarily denied from them.

There is a historical precedent, Antoine Parmentier tricked the French people into adopting the potato in 1786, by placing armed guards around potato fields: https://www.damninteresting.com/cry-havoc-and-let-slip-the-s...