Dumb question Re why medigap prices varies for same benefits [View all]

You’d think this question would be easy to find the answer to, I’ve searched and read so much to no avail argggg !

On the Medicare site I get the list of gap options which shows prices, providers, benefits

The prices for the same benefits is like double between providers - so why would anyone chose the more expensive ones ?

I feel like I’m missing something

Thanks in advance !