In this guest column by UTMB’s Dr. Howard Brody: We all know that health costs in America are rising more rapidly than the nation can afford — except when we don't know it. When anyone comes up with a sensible plan for cutting health-care costs, people whose profits are threatened usually raise a stink about "death panels," "the government getting between you and your doctor," or whatever the scare tactic of the day is. And often we buy it. The problem seems to be that excess health-care cost is completely impersonal, while the idea of me or my loved ones not getting some expensive medical care is intensely personal.