Precisely.
And, at least where I live, many practitioners and providers are quite happy to offer this price if they don't have to work through the insurance company.
sitetest
The problem is getting enough business, I have one friend and one acquaintance that have tried and gone bust. I looked into it myself about 7 years ago, capital costs were outrageous and recurrent cost were very high, I decided to continue working for the man for the time being.