I used to work at Epic. I don't think that we had shills. I think we had more farmers employed than marketing staff when I was there, honestly.

All jokes aside, I think the passing of the ACA has changed things drastically. With insurance companies no longer able to make more money by charging more money/denying coverage to the sick, they are slowly becoming more active on coming up with ways to be innovative on making patient care more streamlined and affordable. Sometimes they'll work with startups (Aetna CarePass comes to mind), and they definitely should. But, sometimes they'll go it alone as well. It's exciting to see it all play out right now in the industry.