Whatever seems important at the time.
Recently I was shopping for health insurance. I was pretty well set on getting it from BCBS. I happened also to be buying another car and had to stop in at my insurance agent's office. So I asked him if he sold health insurance. He showed me a plan from a company I never heard of, a plan so byzantine that the Bynzantines would have been baffled by it, and it wasn't any cheaper than the one I was considering from BCBS. So I asked him what he has. "Oh, BCBS, of course," he replied. Case closed I sent in my BCBS application yesterday.
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