Greed as virtue has been the received wisdom for forty years. Friedman, Hayek, Greenspan, et al - Ayn Rand with her philosophy of "objectivism". They certainly use a lot of euphamisms - "self-interest of the individual," "freedom" etc, but they certainly have more than their fair share of unguarded moments in the public too. Friedman and Rand are actually always on the Gordon Gekko side.
No one is suggesting the nature and substance of greed has changed. What has changed is our culture's attitude towards it. Before it was regarded (admittedly, by a small minority who govern the culture - and governors are not your elected officials; your elected officials work for them) as a virtue, it had far fewer "avenues for realization."
And what is truly lost is the real incentives of private health care:
1. Create new diseases - check (e.g. erectile dysfunction, depression - "diseases" which just happen to require a steady diet of pharmaceuticals)
2. Inability to stop preventable diseases - check (e.g. malaria, dysentary)
3. Massive inefficiencies - check (every NHS system has better metrics for less cost per person than the US system. This when the US excludes 1/5th of the population while the NHS systems have universal, comprehensive coverage)