I had a high deductible HSA and was paying $75 a month for Lipitor. Then I got sent a Lipitor co-pay assistance card (didn't even ask for it). I think at some point, the price of Lipitor went up last year in PA anyway, but the card did lower my checks by $10, which was fine. I also started getting a lot of marketing materials about Lipitor specifically and heart health in general. Stuff to make me more brand loyal.
Recently, my wife got a job as a teacher that provides insurance. Now, the co-pay card takes care of everything out-of-pocket. I literally went from writing almost $1000 of checks for Lipitor a year, to getting it "free."
This is the dumbest system I've ever seen. If their plan to make me brand loyal works, and I stick with Lipitor instead of switching to the generic in a year or so, the taxpayers in my wife's school district will be paying a "stupid tax" of $1000/yr.
There can't be supply and demand in a system where the demand (to stay alive) is infinite. This is exactly the reason why we have regulated monopolies for utilities in this country.