They've already been hired for it. The Medicare Advantage plans, which used to be reasonably priced supplemental plans paid for by the patient are now "free," because as it states in the brochure, the Federal Government now pays the insurance companies directly for managing them.
In exchange, however, patients get far less coverage because they have a large deductible, a huge "out of pocket" cost, and restricted access to doctors and hospitals. So this ultimately makes the whole thing cheaper for the insurance companies, plus giving them the guaranteed payments from the government.
Do you feel that the actual “Medicare Supplement - Medigap” plans are a better deal now, all things considered, than the MAs?