Earlier quoted context omitted.
Like universities?
At least with universities there is a semblance of a free market/competition/choice. I.e. you can compare universities etc. While with healthcare, nobody goes checking for yelp reviews of ambulance companies when they break their leg.
In most progressive states, ambulance rates have to be set and approved by the Department of Health, at least. While not free market, as you suggest, this is also done for consumer protection (though I'll grant that many will argue that more could be done).