Insurance Companies and Usability

Think about how far companies go to make the process of doing business with them easy.  Insurance companies somehow get away with doing the complete opposite.  Their business is built on the premise of making it DIFFICULT for customers to use their services.  What would happen if a usability expert was let loose in an insurance company and somehow put in charge of claim forms?  ZipCar did it to the rental business.  Zappos did it to buying shoes online.  Of course, insurance companies don't want to do THAT kind of business with you....ya know, the kind where they pay what they owe....so I guess I'll just call this another rant, and call it a night.