The healthcare debate is a good example of the way that neoliberalism uses "choice" to hide its absence. The choice that's always offered is a choice between different insurance plans, where having more choice is somehow meant to be a good in itself. And this is an argument often deployed against a single payer/universal systems, i.e., that it eliminates choice. However, in Canada, I have no choice about my insurance plan, but I have unlimited choice in the doctors I get to see, i.e., I can go to any doctor without any out-of-pocket expense. That's the choice that matters. But this type of choice is antithetical to the other type of choice.
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