Because, if they are selling me the same policy I purchase from California Blue Cross, they are going to have to charge me pretty much the same thing I pay to California Blue Cross.
In addition, as all good marketers know, the period when buyers (in this case, viewers) have the highest receptivity to cross-sell efforts is shortly after first purchase.
The New York Post is the latest newspaper to cross the iPad barrier, with a new, full-content tablet edition readers will be able to purchase as a monthly or annual subscription.