We do the same for technologies right across the health care system. We decide what's covered and what's not.
I have a chronic hip problem. My physiotherapy is not covered under the Ontario Health Insurance Plan. We've decided that's not something that is beneficial to cover. The only reason that we seem sensitive to pharmaceuticals is there's a pharmaceutical industry lobbying for the coverage of their products.
We need to make consistent decision-making. That is the job of decision-makers. If a product is not worthwhile—don't think about it in terms of dollars and cents, but think about it as funding this technology—you are denying someone else a health care intervention that will provide more benefit to them. If you cannot make those decisions as a decision-maker, you need to get a new job.