Because markets need some degree of freedom to set prices to be efficient.
The problem now is there is no downward price pressure from competition and transparency. Market controls are an extreme solution which will likely have unintended negative consequences.
Yes this is true in markets where the consumer (1) is the actual person paying for the product/service (2) isn't restricted to comparable options and (3) prices across all available providers are known.
None of these exist today in the market for US healthcare...but they do for fast food. Trying to compare the two would be extremely disingenuous.
The problem now is there is no downward price pressure from competition and transparency. Market controls are an extreme solution which will likely have unintended negative consequences.