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Not all regulation causes costs to go up. Some causes costs to go down, for example, by correcting inefficiencies created by raw game-theory market competition. Some reduce costs by creating a safer environment for investment, reducing risk. Regulation serves market participants too.

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In this case it’s regulation on who can sell DME paired with how payor negotiations are handled. So even if you had cash to buy many DME, you still need a prescription and sometimes forced to pay the contracted price if you are known to have insurance.

Regulation always increases costs, it's just that not all costs are easily visible

What's the invisible cost when cigarette advertising is banned, eliminating the arms race to out-advertise the competition?

Is that established theoretically by someone?

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