The health insurance sector is what happens when companies no longer try to avoid seeming evil (think Facebook in 10 years). That's why Oscar, a venture-backed health insurance startup, has seemed to appealing—but one Valleywag reader's story is almost enough to make you miss Aetna.

Where you see sick patients, venture capitalists see off-the-charts consumer engagement. Since the Affordable Care Act, investment has "skyrocketed," like First Opinion, which raised $1.2 million from Greylock Partners and Russian billionaire Yuri Milner for "a way to text message doctors anytime of day or night."