The more lenient the regulations are on the marketing of medical services, the more healthcare providers will promote their services, and those who market a particular service typically charge less for that service than those who do not market. Therefore, if the government lifts any of its existing regulations, such as the one against advertisements that do not disclose pricing options, overall patient healthcare costs will be lower than if the government maintains its current regulations.

Which of the following, if true, would most seriously weaken the argument concerning overall patient healthcare costs?