How much do free breast pumps cost?

NPR's Planet Money has another program that is making me re-think my opposition to subsidies for public radio.  On Jan 2, the Affordable Care Act began covering breast pumps. Classic moral hazard is driving the demand through the roof as mothers are buying spares and upgrading to higher end models.  I suspect price is also increasing.

Now here is the million dollar question that the  President and Congress failed to answer when they decided that breast pumps should be covered by insurance, "who ends up paying for the pumps?"

HINT:  it is not the insurance companies.