Announced at Web 2.0. Genius. My father had two severe accidents and would sit down with his "folder" one or two days each week. Fiendishly complicated rules for certain categories of non-HMO people (in his case, there is a federal law prohibiting charging more than 115% of the medicare rate). Perfect example of a greenfield consumer-focused vertical.
First step: solve consumer problem to build relationships. Second step: establish automatic data transfer and sell it as a benefit to health plans or Fortune 500. Third step: use data gathered to compete health care providers.
In 2015, click a button, and local health care providers (backed by insurers) compete for your business like they compete for a mortgage. Your medical history is irrelevant -- its the claim history that counts.