Most people are faced by more than one choice of vet. Most people do not live in rural areas.
If vets are able to charge high prices and people will still pay them, maybe more vets will enter the market to provide services to the underserved market.
If vets are able to charge high prices and people will still pay them, maybe more vets will enter the market to provide services to the underserved market.
For consumers to make informed choices, they need to have some understanding of the domain.
If a Vet says Rover needs a XYZ procedure, how would the pet owner understand what a fair price is or what other treatment options are?