"what people are willing to pay for"

http://www.ncbi.nlm.nih.gov/pubmed/22316052

J Public Health Dent. 2012 Jan 17. doi: 10.1111/j.1752-7325.2011.00294.x. [Epub ahead of print]
Conundrums in health care reform: current experiences across the North Atlantic.
Currie RB, Pretty IA, Tickle M, Maupomé G.
Source
Faculty of Medical and Human Sciences, School of Dentistry, University of Manchester School of Dentistry, University of Manchester Preventive Dentistry, Indiana University School of Dentistry The Regenstrief Institute Inc.

Abstract
Objective:
To assist stakeholders (policy makers, dentists and patients) implementing the Patient Protection and Affordable Care Act of 2010 in the United States by providing information on conundrums arising from previous polices of the UK Labour government and emergent policies of the recently elected Coalition Government.

Methods:
The authors provide a background to the development of National Health Service dental services contrasted with US provision. Considerations are given from the different perspectives of stakeholders involved (policy makers, dentists, and patients).

Conclusions:
Policy makers must work under pressure for services to remain within boundaries of finite economic resources and what people are willing to pay for. The importance is stressed that they respond to public demands and workforce capability by clearly determining what the priorities should be, what services will be delivered, and defining responsibilities.