It's not just about the the monetary benefits for a 100% cover.
It is about the peace of mind that your medical cost are fully paid for when you are lying on the hospital bed focusing on recovery. You can definitely take care of this on your own but you can't argue that some would preferred a hassle-free full cover without worrying for the cost. A peace of mind is something valuable that you can't measure.
I'm just trying to point out that it was not a fair comparison between an assist rider from NTUC and cash rider from other companies. I'm sure the public would want to see the whole picture.