Yeah, I don't mean to diminish the importance of compliance -- it's a big problem, especially for things like antibiotics and anti-viral meds. And certainly, three times a day is a lot easier than five times a day. But as you imply, you might rationally make a different choice if you (the patient) know the facts. My point is that nobody has any skin in the game in the current system -- from the perspective of the decision makers, the costs are almost totally externalized.

Aside: I also learned about this when I came down with shingles. That was a bummer (not the least of which because I was on COBRA at the time, and the insurance company refused to pay the med costs without going through a complicated reimbursement scheme!)