ER Wait Times

I know that, by now, we have all seen this commercial - no matter how little television you normally watch.  I have viewed the commercial several times and I am always left with the same question in my mind:  "Why does it matter?"

The ER - as the name indicates - is for emergency treatment.  Now, to me, if it is an emergency - you have to go to the emergency room.  So, in my mind, this means you DO NOT have an alternative - you are injured - it IS an emergency - so you go to the ER. 

In this scenario, why does it matter how long the "wait time" is?  If the wait time is, in your opinion, too long - what are you going to do?  Simply not go?  And, if you have the option of not going - is it an emergency?  Also, if it is actually an emergency, are you going to take the time to call and see what the "wait time" is??

Don't get me wrong - I am a big fan of technology and the technology that allows you to find out, in advance, how long you will have to wait at the ER is great.  But - does it really matter??? 

What do you think??