New York Times article, page-13

Hi Triage, I think you are right about colonoscopy being used as frontline detection in the US way more than in OZ. The big difference is that in the US, the market is driven by private payers (insurers). If my research to date is right, reimbursement can be up to $400. And you have identified the problem too - those that charge for colonoscopies lose revenue. On the other hand, insurers and hospitals would seem to benefit hugely as do path labs from a simple blood test with such high sensitivity and specificity at a cost of $50. Maybe in the end it is GP's who drive adoption?

You also mention that FIT costs $100. I think you can buy a test in a pharmacy for $40-50 so guessing COGS is around $20 - govt. bulk purchasing would be much cheaper probably. Add administrative costs like database management of who needs a test this year, mail outs of kits, compliance recording etc. and it's easy to see a $100 cost per FIT test.