The contributors stress that although government can be a positive piece of the health care puzzle by facilitating competitive markets, it is the marketplace that can provide more choices, better care, higher quality, and cost based on value. Innovation, they argue, comes from the private sector, not government, and there is no reason that the health insurance industry would be an exception. If Congress enacts reforms that remove artificial barriers and constructively open markets to competition, private-sector creativity will generate innovative, low-cost insurance products for tens of millions of consumers and facilitate innovations in medical care that have been the linchpin of improved health care during the past several decades. Such genuine reforms would bring down the cost of insurance, reduce the number of uninsured, increase individual choice, and empower Americans to make value-based decisions for their families.