Possibly pre-positioning for actual entry into the market.
One of the proposals that keeps popping up on the Right is letting people cross borders for insurance coverage. While the idea seems logical, it runs afoul of many realities of the insurance market, one being that which you just identified. It doesn’t matter if you have affordable monthly rates for coverage if your coverage doesn’t actually help you pay your medical bills.
A cynical person might even suggest they’re hoping unsophisticated consumers would buy cross-border coverage without realizing it’s basically useless.
Whilr that may be the case, I really hope it isn’t. That could be a violation of state insurance regulations, and could cost them busin in the long run as negative press accumulated via social media.