If Free Works on the Internet, Can It Work for Health Insurance ?

Here is the bottom line. Would consumers and businesses commit to do business with companies that offer incentives and subsidies built around health insurance coverage ? And what if health insurance became a value add rather than a primary product ? Would a service from companies that are big enough to self insure and add their customers to their corporate health care programs change the dynamics and economics of health care ? Would it create enough competition to force traditional insurance companies to change their ways ?