Conceptually at least, that also means they can do it at whatever cost they want. If you have to profit, you'll want to do a good job to attract customers or someone else will. Therefore you will offer the best possible care for the lowest price you can afford or someone will undercut that position.
If you don't need a profit then you have to trust people will try to do just as good a job out of the goodness of their hearts, and if there's anything we know about people it's that they tend to not overachieve day-to-day if it means they don't have to stay at work past 5:00 P.M.
Conceptual, yes, but just my take on the benefit of being pressured to do a good job. Right now we have neither incentivised private success or a decent public option in this country though...