You're not just looking for cancer, especially the 1st time. You're looking for various causes. The possibility of gastritis, too much bile on an allegedly empty stomach, and the biggie - ulcers. I'm sure there are other things to look for.
Of course, in theory most of these things would be the 1st time. But then, the average recommendation of every 2 years for an endoscope shouldn't be too high a price to pay.
I have a $250 deductible and then pay 10% of the remaining balance. I believe I paid in total $300 out of pocket to include the deductible. It was several years ago. I recently paid about the same for my colonoscopy and I think they cost about the same.