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.