This isn't the "insurance industry stepping up". This is an entrepreneur doing some market testing.<p>Yesterday, someone registered this domain name anonymously, and is now collecting email addresses to gauge market interest. fishcakes is an account that is a few weeks old, and submitting this article was hir only participation on this site so far.<p>I'm all in favor of lean startup metholodogies. Just call a spade a space, and please edit the title.