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some companies need to reach in their pockets if we are also expected to pay out the wazoo
Two reasons that doesn't hold water:
Reason #1: no one forces you to put a McDonald's Big Mac in your mouth. Blaming costs on tobacco, fast food, and alcohol companies is ridiculous. That being said, I expect down the road there will be more emphasis here.
Reason #2: companies are simply a collection of people. If you take money out of the company pocketbook, you take it alway from the people within the company. Meaning few jobs and less income. Corporations are mostly collections of honest, hard working middle class people (and lower class), not the greedy monsters they are portrayed to be as an excuse to get in their checking accounts.