I think all of us fall into the trap of believing that every product or service can be commoditized and packaged into an easy to understand, easy to purchase widget where price is the only consideration. The internet has been wonderful in the sense that we can now easily compare prices and read reviews and buy from the comfort of our living room while watching television and taking a phone call. Unfortunately, we've seen in the last several weeks several instances that have reminded us that easy price searches are not enough and health insurance is not a commodity. Health insurance shoppers need better tools to examine plan choices and must be able to rely on an expert source to answer specific questions that apply to their situation. The reality is that our busy lives don't have room for carving out hours to research health plans on our own or determining whether a doctor is in one network or another. When we do take time to shop for health coverage during this open enrollment period, insurance shoppers want to ensure they get quick responses, comprehensive information, and answers to specific personal questions.