Earlier quoted context omitted.
Health insurers in the US have a cap on how much of premiums can go to profits.
Doesn't that just mean that they have an interest in keeping these costs high ? The higher the costs, the larger that % is for the in absolute dollars. If all the costs come down, they are allowed to make less money.
So while you could increase your costs so that you can increase your premiums thus getting 5% of a larger pie, that assumes that you can increase your premiums without losing customers to competitors.
For the most part, on the ACA marketplace, all the plans are pretty similar, so price is really your main differentiator.
Perhaps the obstacles of switching providers makes this competition less of an issue.