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It's because those sites sell your data that they get from processing the payment.
Obligatory "if you don't pay for a service, you're the product."
Nope. In a bizarre twist, pharmacies PAY for the privilege of using a discount card to make your med cheaper. GoodRx charges the most that I am aware of, but these payments can be like $1-$7 paid to the coupon provider. The reason is, GoodRx advertised the lowest price they would accept to you, so they paid GoodRx for the advertisement that brought you in. While you are in they hope to make a profit in other ways, and may also be making a small profit still, despite the apparent 90% markdown.
The reason they cannot discount without the card is because they must have a "usual and customary" charge to start the negotiations with when they determine how much the insurance companies will pay. If they just discounted willy nilly, that would make the charge they started with wrong, which could be considered fraudulently representing their pricing.
Healthcare in America guys. It makes sense. Trust me, no better way could possibly be constructed.
Yes, but they've also sold the data in the past.
Glad to see the FTC take up this fight in any case.