Would having an Amazon Prime "Membership" likely count enough to expect to see Amazon offer this to consumers (possibly at enough of a discount to make it competitive with employer insurance)? I would think that having access to medical records to determine that someone needs a few more OTC allergy med suggestions might make this a long term goal of the project. In that same vein, fully expect to see an Amazon Credit Union someday as well and possibly part of a complete "Amazon Member Benefits" bundle.