They don’t return anything, what are you talking about?

Subscribers are never happy, it’s very expensive and fails to cover many things. But what choice is there? Don’t get coverage and hope you don’t get sick? Often times you don’t even get a choice… the company decides what plan and such you can get. So no, there’s no incentive to do the right thing other than the potential loss of corporate customers (which don’t have the same incentive as individuals) or potential lawsuits.