On 12 October 2009, Max Fisher wrote in The Atlantic A Free-Market Case for the Public Option.

A public option would, crazy as it might sound, make health insurance a free market. If there exists a government-run plan, which by all accounts would be basic and geared towards affordability, consumers will have the ability to opt out of the private insurance market. Private providers would finally have real incentives to provide a better product and innovate by building an insurance plan stronger than public insurance.