Since even before PPACA became law five years ago, brokers havebeen sweating bullets. And I'll admit, I've been alternativelyworried and excited for them over the years.

But not until recently have I been worried about the otherplayers in the health care—and insurance—business. This week, whilewalking the all-too-energetic dog around the neighborhood in therain, I had an epiphany: This whole business is changing, not justthe role of brokers. Hell, in as little as a decade, we might noteven recognize this industry.

I think the historically aloof attitude of health insurancecarriers will soon be a thing of the past. For the first time ever,they have to do more than pay lip service to the customer. Toparaphrase one of the big brains over at Forbes, we're witnessingnothing less than a (near) overnight transformation of an entireindustry, evolving into a real retail business. Between theexchanges, a flood of start-ups and people paying their own bills,competition is here.

Then there are the providers, who've been forced to shift theirbusiness models away from a focus on volume and actually have toconcentrate on patient outcomes—and experiences. Everyone from thebig hospital networks down to the family doctor might have a floodof new patients (read: customers) shopping for care, but the daysof patients taking what they can get are over.

Today's health care consumers are more educated than ever—and Iknow that sounds terrifying considering how far we still have togo, but it's true. And in that same vein, they're not afraid totake their business elsewhere. For the first time, consumers feelempowered enough to make their own decisions. And this is just thebeginning. Imagine what another decade of education could do.

The health care business in this country is responsible forabout $3 trillion of the economy.

How could big-time players like Apple, Google and Amazon notstart showing an interest? In an industry so riddled withinefficiencies, inadequacies and infuriating outcomes, imagine whatit would be like to shop for health care—or even voluntaryproducts—on something as effective a user experience as Amazon?Want ID theft protection? Click the InfoArmor button. Petinsurance? Drop a box of VPI in your shopping cart.

Finally, for the record, this seismic shift is as much a resultof technology as it has been regulation. Fighting against it makesas much sense as fighting city hall, Floyd Mayweather or the NewEngland Patriots. You'll either lose, miss or get cheated.

So, where will you be in five years?