This isn't the "insurance industry stepping up". This is an entrepreneur doing some market testing.

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.

I'm all in favor of lean startup metholodogies. Just call a spade a space, and please edit the title.