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There should not be a profit in making people sick.
Event the 80/20 rule does not help. Only 20% of premiums are allowed to be spend on these type of expenses, but if the total pie keeps growing 5-10% a year, that 20% can be quite substantial.
They can rent out a super nice large room, for 100s of people, in any hotel conference center about 500 times for this much money. That's 30 football seasons.
http://www.sfgate.com/bayarea/matier-ross/article/Blue-Shield-to-fete-some-members-in-style-at-new-5693340.php
Blue Shield of California says its aim is "to ensure all Californians have access to high-quality health care at an affordable price" - and apparently that includes spending no less than $2.5 million for a luxury box at Levi's Stadium.