Your Rights in Agent Relationships & 5. Be ready to switch & Insurance Shopping Secrets: Best Times to Buy and Switch Carriers & How Insurance Pricing Cycles Actually Work Behind the Scenes & Common Misconceptions About Insurance Shopping Debunked & Real Examples: When Timing Made the Difference & Industry Insider Terms and What They Really Mean & Red Flags That It's Time to Shop & Strategic Shopping Techniques Insurance Companies Hate & Your Rights When Shopping for Insurance & 5. Calendar next review & Future of Insurance: AI, Big Data, and How Your Privacy Affects Premiums & How AI and Big Data Actually Work in Insurance Behind the Scenes & Common Misconceptions About Insurance Technology Debunked & Real Examples: When Insurance Tech Goes Wrong & Industry Insider Terms and What They Really Mean & Red Flags in Future Insurance Models & Strategies to Protect Yourself in the AI Insurance Age & Your Rights in the Age of AI Insurance & 5. Fight algorithmic discrimination
The Agent Compensation Deep Dive
The Contingent Commission Secret
The hidden payments affecting advice: How Contingent Commissions Work: - Base commission plus profit bonus - Triggered by: - Loss ratios below targets - Premium volume thresholds - Retention percentages - Growth metrics - Can double agent income Impact on You: - Agents discourage claims - Steer to profitable carriers - Avoid clients likely to claim - Push higher deductibles - Relationship conflicts with dutyThe Captive vs. Independent Reality
Captive Agents (State Farm, Allstate, etc.): Pros: - Deep product knowledge - Company backing - Established systemsCons: - One company's products only - Quotas driving recommendations - Limited flexibility - Company loyalty over client
Independent Agents: Pros: - Multiple carrier access - Can shop coverage - More flexibilityCons: - Preferred carrier bias - Commission variations affect advice - May lack deep product knowledge - Still commission-driven
Direct Writers (GEICO, Progressive): Pros: - Lower costs (no agent commission) - Straightforward process - 24/7 availabilityCons: - No personal guidance - Self-service claims - Limited customization - Phone center experience
Finding Ethical Insurance Guidance
Rare but valuable resources: Fee-Only Insurance Consultants: - Charge hourly/flat fee - No commissions accepted - True fiduciary duty - Objective analysis - Worth cost for complex needs Consumer Advocacy Organizations: - United Policyholders - Consumer Federation of America - State-specific groups - Provide unbiased education - Claims assistance Independent Review Services: - Analyze existing coverage - Identify gaps and excess - Recommend improvements - No sales agenda - Annual review valueManaging Different Agent Types
For Captive Agents: - Useful for single company quotes - Don't rely on objectivity - Verify recommendations independently - Use for service, not advice - Always compare elsewhere For Independent Agents: - Demand multiple options - Ask about commission differences - Verify true independence - Good for complex risks - Still need verification For Direct Sales: - Best for standard situations - Research coverage yourself - Use online tools effectively - Save commission costs - Limited help with claimsThe Future of Insurance Distribution
Technology disrupting traditional models: Digital Brokers: - Algorithm-based recommendations - Commission transparency - Instant comparison shopping - Lower distribution costs - Growing rapidly AI Advisors: - Personalized recommendations - No commission bias - 24/7 availability - Improving rapidly - Threat to traditional agents Hybrid Models: - Online purchase, human service - Salaried advisors available - Best of both worlds - Lower costs than traditional - Likely future standardProtecting Yourself Today
Before Meeting Any Agent: During Sales Process: After Purchase:Insurance agents serve a purpose but operate within a system prioritizing sales over service. Understanding their incentives, compensation, and limitations allows you to use them effectively without becoming a victim of misaligned interests. The best protection comes from education, competition, and maintaining healthy skepticism about sales relationships. Your agent may be friendly, but when claims arise, you'll discover their true loyalty lies with commission checks, not your coverage needs. The next chapter reveals insider secrets about when and how to shop for insurance to maximize savings and coverage.
Timing is everything in insurance shopping, yet 73% of consumers renew automatically, missing savings opportunities worth an average of $1,847 annually. Insurance companies count on this inertia, implementing sophisticated retention algorithms that gradually increase rates for loyal customers while offering deep discounts to attract new ones. The industry's pricing models fluctuate based on seasons, market conditions, regulatory cycles, and internal quotasâcreating windows where identical coverage can cost 40% less. Meanwhile, insurers track shopping behavior, adjust prices in real-time, and use psychological tactics to prevent comparison shopping at optimal times.
This chapter reveals the insider secrets of strategic insurance shopping, exposing when insurers are most vulnerable to competitive pressure and when switching saves the most money. You'll learn the specific months, days, and even hours when rates drop, how to time major life events for maximum savings, and the advanced shopping techniques that insurance companies desperately hope you never discover.
Insurance pricing operates on predictable cycles that create opportunities for savvy shoppers who understand the industry's rhythms and pressure points.
The Annual Rate Cycle: Insurance rates follow patterns: - Q1 (Jan-Mar): New year rate increases implemented, highest prices - Q2 (Apr-Jun): Spring competition heats up, rates soften - Q3 (Jul-Sep): Mid-year adjustments, moderate pricing - Q4 (Oct-Dec): Year-end quotas drive aggressive pricing - December: Deepest discounts as agents chase bonuses The Market Cycle Influence: Broader trends affecting rates: - Hard market: Following major disasters, rates spike 20-40% - Soft market: Excess capacity drives competition, rates drop - Regulatory approval cycles: Rate changes cluster around approvals - Investment returns: Poor returns = higher premiums - Competitive pressure: New entrants disrupt pricing The Retention vs. Acquisition Game: Why loyalty costs more: - New customer discounts: 20-35% below renewal rates - Year 1: Maximum discount to hook customers - Years 2-3: Gradual increases begin - Years 4+: Full "loyalty penalty" applied - 10-year customers pay 40% more on average The Quota-Driven Desperation: When insurers need business most: - Month-end: Agents need production numbers - Quarter-end: Company quotas create pressure - Year-end: Annual bonuses drive deep discounts - New product launches: Aggressive pricing for market share - Post-disaster: Competing for remaining good risksMisconception 1: "Shopping around hurts your rates"
Reality: Insurance scores include shopping history, but smart shopping improves rates. Multiple quotes don't hurtâonly multiple policies started and cancelled quickly. Shopping shows you're price-conscious, often triggering retention offers.Misconception 2: "Renewal time is the only time to switch"
Reality: You can switch anytime and receive pro-rata refunds. Mid-term switches often yield better rates as insurers have already met new business quotas early in the year. Don't wait for renewal if you're overpaying now.Misconception 3: "Claims history follows you everywhere"
Reality: While claims appear in databases for 5-7 years, their impact varies dramatically by insurer. Some companies surcharge heavily for claims, others don't. Shopping after claims often finds insurers who weight them less severely.Misconception 4: "Loyalty discounts make staying worthwhile"
Reality: "Loyalty discounts" are usually smaller rate increases disguised as rewards. New customer discounts at competitors dwarf loyalty benefits. The math almost never favors staying for the discount.Misconception 5: "Insurance shopping takes too much time"
Reality: Modern tools make comprehensive shopping possible in 2-3 hours. The average savings of $1,847 equals $600+ per hour of effort. No other financial activity provides similar returns on time invested.Case Study 1: The December Goldmine
Jennifer's auto insurance renewed in January: - January quote from current insurer: $2,400 - Shopped in early December: Found $1,450 - Reason: Year-end quotas and competitive pressure - Switched immediately, prorated refund - Annual savings: $950 - Timing difference: 40% lower rateCase Study 2: The Post-Disaster Opportunity
After Hurricane Ian, Michael in Ohio shopped: - Current insurer raised rates 25% (risk re-evaluation) - Found insurer seeking geographic diversification - New rate: 10% below pre-increase amount - Capitalized on market disruption - Saved $600 annually - Disaster elsewhere created his opportunityCase Study 3: The Life Event Leverage
Nora timed shopping with marriage: - Single rate: $1,800 annually - Married rate with same company: $1,600 - Shopped as newly married: Found $1,100 - Combined household, improved risk profile - New customer discount stacked with married discount - Total savings: $700 annually "Renewal season": When insurers expect customer inertia and implement highest rate increases. "New business appetite": Insurer actively seeking customers, offering best rates. Varies by company and time. "Rate adequacy": Corporate speak for "we're not charging enough." Signals coming increases. "Market disruption": New competitors or models forcing rate competition. Your opportunity. "Adverse selection": Insurers fear only bad risks shop. Use this fear for better rates. "Lifetime value optimization": Gradually increasing your rates hoping you won't notice. "Competitive intelligence": Insurers monitor competitor rates in real-time, adjust accordingly. 1. Premium Increase Patterns: - Any increase over 10% without claims - Multiple small increases (death by thousand cuts) - Explanation cites "market conditions" - Increase despite improving credit/age - Company-wide "adjustments" 2. Service Degradation Signals: - Agent turnover/unavailability - Longer claim processing times - Reduced coverage without notice - New fees appearing - Merger or acquisition announced 3. Market Opportunity Indicators: - New insurers entering your state - Competitors advertising aggressively - Regulatory changes announced - Interest rates rising (investment income) - Technology disrupting traditional model 4. Personal Change Triggers: - Credit score improvements - Paid off loans (lower coverage needs) - Children grown (reduced risk) - Home improvements (better risk) - Career changes (risk profile) 5. Loyalty Penalty Evidence: - Neighbor paying less for same coverage - New customer offers you don't receive - Gradual coverage reductions - Declining service quality - Rate increases exceeding inflationStrategy 1: The 120-Day Shopping Window
Start early for maximum leverage: - 120 days before renewal: Initial market scan - 90 days: Serious quote gathering - 60 days: Negotiate with current insurer - 45 days: Make switch decision - 30 days: Finalize new coverage - Result: No pressure, best ratesStrategy 2: The Multi-Wave Approach
Shop in waves for better rates: - Wave 1: Online direct writers - Wave 2: Independent agents - Wave 3: Captive agents - Wave 4: Return to best with competing quotes - Each wave provides negotiation ammunition - Final rates 15-25% below initial quotesStrategy 3: The Strategic Information Release
Control what insurers know and when: - Never volunteer current rates initially - Let them quote blind first - Reveal competing offers strategically - Use highest quotes as anchors - Create bidding war mentality - Information is powerâuse wiselyStrategy 4: The Life Event Stack
Combine changes for maximum savings: - Marriage + home purchase + credit improvement - Bundle timing for risk profile optimization - Shop everything simultaneously - Stack all available discounts - 40-50% savings possible with right combinationStrategy 5: The December Quarter-End Blitz
Ultimate timing for savings: - Shop December 15-28 - Target insurers below quota - Mention considering January start - Create year-end urgency - Accept immediate binding - Deepest discounts of year available Quote Rights: - No obligation to purchase - Quotes valid 30-60 days typically - Written quotes must be honored - No adverse action for shopping - Privacy protections apply Switching Rights: - Cancel anytime with pro-rata refund - No cancellation penalties (except short-rate) - Grace periods for payment - Continuous coverage protection - Portability of history Information Rights: - Access to rating factors - Explanation of pricing - Disclosure of discounts available - Claims history reports - Underwriting decision reasonsThe Monthly Shopping Calendar
January: Worst month to shop - New rates just implemented - No quota pressure - Highest prices of year February-March: Slightly better - Some competition emerging - Tax refunds increase shopping - Modest discounts available April-May: Spring competition - Pleasant weather increases shopping - Moderate discounts - Good for home insurance June-July: Summer stability - Consistent pricing - Hurricane season affects coastal - Auto rates competitive August-September: Back-to-school - Auto rates spike (teen drivers) - Home insurance competitive - Life insurance campaigns October-November: Pre-holiday - Insurers building pipeline - Good discounts emerging - Avoid Thanksgiving week December: Golden opportunity - Year-end quotas critical - Deepest discounts available - Best time to switchThe Day-of-Week Effect
Monday-Tuesday: Standard pricing - Fresh week, no pressure - Baseline quotes Wednesday-Thursday: Improving rates - Week progress creates urgency - Better discounts emerge Friday: Best day to shop - Weekly quotas due - Agents most flexible - Supervisors approve exceptions Saturday: Online only - Direct writers competitive - No agent pressure - Good for researchThe Time-of-Day Advantage
Morning (8-11 AM): Baseline rates - Fresh agents, strict guidelines - Standard pricing Lunch (11 AM-2 PM): Avoid - Reduced staffing - Rushed service Afternoon (2-5 PM): Good discounts - Daily quotas create pressure - More flexibility Late afternoon (4-7 PM): Best rates - End-of-day desperation - Maximum flexibility - Supervisor overrides availableThe Advanced Shopping Playbook
Pre-Shopping Preparation: The Quote Gathering Phase: The Negotiation Phase: The Switching Execution:Market Disruption Opportunities
New Entrant Insurers: - Need market share quickly - Price 20-30% below market - Aggressive first-year pricing - Limited time opportunity - Worth switching for savings Technology Disruptors: - Root, Lemonade, Metromile - Different pricing models - Often 40% cheaper for good risks - Early adopter advantages - Consider if profile fits Post-Disaster Markets: - Insurers seek geographic diversity - Unaffected areas get better rates - Capitalize on others' misfortune - 6-month windows typically - Shop aggressivelyThe Switching Cost-Benefit Analysis
Switching Costs: - Time: 2-3 hours - Potential fees: Usually none - New deductibles: If claim pending - Relationship loss: Minimal value - Learning curve: New company Switching Benefits: - Average savings: $1,847 - Better coverage options - Fresh customer service - New technology/apps - Market competitive rates Break-Even Analysis: If saving more than $100 annually, switching makes sense after accounting for all factors.The 5-Year Shopping Strategy
Year 1: Maximize new customer discounts Year 2: Monitor for increases, document service Year 3: Shop aggressively, loyalty penalty emerging Year 4: Almost certainly switch, rates uncompetitive Year 5: Never reach without shoppingThe Future of Insurance Shopping
AI-Powered Comparison: - Real-time rate monitoring - Automatic switching alerts - Predictive pricing models - Behavioral optimization - Coming within 5 years Continuous Shopping Models: - Always-on comparison - Automatic switching - Monthly optimization - Zero switching friction - Disrupting traditional model Regulatory Changes: - Easier switching mandated - Pricing transparency required - Loyalty penalties restricted - Consumer protections expanding - Shopping getting easierInsurance shopping isn't a one-time event but a strategic process that should be repeated regularly. The industry profits from customer inertia and ignorance of optimal timing. By understanding pricing cycles, market dynamics, and insider tactics, you can save thousands annually. The best time to shop is before you need to, and the second-best time is now. Never accept renewal increases without shoppingâloyalty in insurance is expensive. The final chapter looks at how emerging technology will transform insurance, for better and worse.
Insurance companies are building the most invasive surveillance capitalism system in history. By 2025, insurers will collect over 1.2 billion telematics data points daily, track social media behavior of 78% of applicants, and use AI to deny claims in microseconds. Your smartwatch data, grocery purchases, social media posts, and driving patterns are being weaponized to charge you more or deny coverage entirely. The industry has invested $49 billion in artificial intelligence and data analytics, creating prediction models that know your health risks before you do, anticipate your driving accidents, and calculate your life expectancy with frightening accuracy. Privacy has become the ultimate luxuryâthose who protect their data pay baseline rates while the surveilled subsidize insurance company profits through algorithmic discrimination.
This final chapter exposes the dystopian future of insurance being built today, revealing how your digital footprint determines your premiums, why AI claim denials will become inescapable, and what the erosion of privacy means for insurance affordability. You'll learn strategies to protect yourself from algorithmic discrimination, understand emerging insurance models that threaten traditional protections, and discover how to navigate an industry transforming from risk pooling to individual surveillance pricing.
The insurance industry has quietly built the world's most sophisticated consumer surveillance network, transforming from actuarial science to behavioral prediction.
The Data Collection Ecosystem: Every digital interaction feeds the machine: - Telematics devices: Location, speed, acceleration, braking, time of day - Health trackers: Steps, heart rate, sleep patterns, exercise - Social media: Lifestyle choices, risk behaviors, network effects - Purchase history: Diet, alcohol, hobbies, financial stress - Smart home devices: Occupancy patterns, maintenance, security - Public records: Property, court, employment, education The AI Prediction Engine: How algorithms determine your fate: - Machine learning models trained on millions of claims - Pattern recognition finding correlations humans miss - Real-time risk scoring adjusting with each data point - Behavioral prediction anticipating future claims - Automated decision-making eliminating human intervention The Profit Optimization Algorithm: AI maximizes extraction: - Price elasticity modeling: Charge maximum you'll tolerate - Churn prediction: Identify when you might leave - Lifetime value calculation: Your total profit potential - Cross-sell optimization: Which products to push when - Claim propensity scoring: Likelihood to file claims The Surveillance Expansion: Data sources multiplying: - IoT devices: 75 billion by 2025, all generating insurance data - Facial recognition: Emotional state assessment for life insurance - Voice analysis: Health conditions detected in speech patterns - Satellite imagery: Property maintenance tracked from space - Genetic testing: Disease prediction (currently restricted)Misconception 1: "Telematics and tracking devices save everyone money"
Reality: Only 23% of users see rates decrease. The rest subsidize discounts through higher premiums. Devices identify profitable customers to reward while penalizing normal behavior. It's cherry-picking disguised as fairness.Misconception 2: "AI makes insurance fairer and more accurate"
Reality: AI amplifies existing biases in historical data. Discriminatory patterns become embedded in algorithms. Protected class discrimination hidden behind "objective" math. Less transparent than human decision-making.Misconception 3: "My data is protected by privacy laws"
Reality: Insurance enjoys broad exemptions from privacy regulations. HIPAA doesn't apply to life insurers. Financial data sharing permitted. Terms of service override privacy expectations. You consent by applying.Misconception 4: "Opting out of tracking is always an option"
Reality: "Optional" programs becoming mandatory through pricing. Non-participants face 50%+ higher rates. Economic coercion disguised as choice. Soon, privacy will be unaffordable luxury.Misconception 5: "Technology will make insurance cheaper"
Reality: Technology reduces insurer costs, not prices. Savings go to shareholders, not customers. Increased data enables more precise profit extraction. Competition decreases as barriers to entry rise.Case Study 1: The Social Media Health Denial
Karen's life insurance application: - Posted about wine tasting weekend - Instagram algorithm flagged "alcohol risk" - Application denied for "lifestyle factors" - No alcohol problems in medical records - Appeal failed: "Behavioral indicators" - Social posts now part of permanent recordCase Study 2: The Telematics Trap
David installed usage-based insurance device: - Promised 30% discount potential - Drove carefully, followed all rules - Rate increased 15% after 6 months - Reason: "Risk patterns identified" - Specific factors not disclosed - Couldn't return to original rateCase Study 3: The AI Claim Denial
Maria's home insurance claim after storm: - AI system denied in 0.3 seconds - Reason: "Pattern inconsistent with damage" - No human reviewed claim - Appeal to AI system also denied - Finally reached human after 4 months - Human overturned AI instantly "Behavioral underwriting": Using your entire digital life to price discriminate. Privacy violation marketed as precision. "Predictive modeling": Guessing your future to charge more today. Crystal ball with profit motive. "Dynamic pricing": Rates change in real-time based on data. Price discrimination at speed of light. "Risk mitigation technology": Surveillance devices monitoring your life. Big Brother with premium adjustments. "Personalized coverage": Individual risk pricing replacing pooled protection. End of insurance as social contract. "InsurTech innovation": Venture-capital funded privacy invasion. Disruption meaning higher profits. "Continuous underwriting": Never-ending evaluation and rate adjustment. No peace from constant monitoring. 1. Surveillance Pricing Models: - "Voluntary" tracking becoming mandatory - Discounts requiring 24/7 monitoring - Behavioral requirements for coverage - Social credit scoring systems - Privacy penalties embedded 2. AI Decision Making: - Instant denials without human review - Black box algorithms unexplained - No meaningful appeal process - Discriminatory patterns hidden - Due process eliminated 3. Data Hunger Indicators: - Requests for unnecessary access - Smart device integration requirements - Social media monitoring consent - Family/friend network analysis - Genetic information interest 4. Dynamic Pricing Emergence: - Rates changing monthly - Real-time premium adjustments - Surge pricing during disasters - Personalized rate discrimination - Market power concentration 5. Coverage Erosion Acceleration: - AI-powered exclusion mining - Predictive claim denial - Preemptive coverage cancellation - Risk pool fragmentation - Social insurance destructionStrategy 1: The Data Minimization Defense
Starve the algorithms: - Decline all "optional" tracking - Use privacy-focused services - Separate insurance identity from real life - Provide minimum required information - Challenge every data request - Privacy is resistanceStrategy 2: The Analog Advantage
What they can't track, they can't price: - Pay cash when possible - Use non-smart devices - Maintain data gaps strategically - Avoid social media oversharing - Create boring digital footprint - Invisible customers pay lessStrategy 3: The Regulatory Arbitrage
Use geography strategically: - Some states ban genetic discrimination - Others limit telematics use - Privacy laws vary dramatically - Shop across state lines when possible - Support privacy legislation - Vote with your locationStrategy 4: The Collective Resistance
Pool resources against surveillance: - Join privacy advocacy groups - Support mutual aid alternatives - Share counter-surveillance techniques - Demand employer group plan protections - Organize against invasive practices - Solidarity beats algorithmsStrategy 5: The Strategic Disclosure
Control the narrative: - Provide curated positive data - Hide negative indicators legally - Time disclosures strategically - Use privacy tools extensively - Create favorable patterns - Game their game better Current Legal Protections (Limited but important): - Genetic Information Nondiscrimination Act (health only) - Fair Credit Reporting Act (some data rights) - State privacy laws (California, Illinois leading) - Anti-discrimination laws (poorly enforced) - ERISA protections (employer plans) Emerging Rights to Watch: - AI transparency requirements - Algorithmic accountability laws - Biometric data protections - Right to human review - Data portability mandates Rights You Should Demand: - Algorithm explanation requirements - Human appeal options - Data correction abilities - Opt-out without penalty - Surveillance-free optionsThe Dystopian Scenarios Emerging
Scenario 1: The Uninsurable Class
AI creates permanent underclass: - Predicted high-risk individuals priced out - Genetic predispositions exposed - Behavioral patterns penalized - Insurance becomes luxury good - Social safety net eliminatedScenario 2: The Surveillance Mandate
Tracking becomes non-negotiable: - Insurance requires full life monitoring - Privacy impossible at any price - Continuous behavior modification pressure - Social credit scores determine access - Freedom exchanged for coverageScenario 3: The AI Denial Apocalypse
Automated systems deny everything: - Claims rejected in milliseconds - Appeals to more AI systems - Human intervention eliminated - Justice becomes impossible - Insurance exists in name onlyThe Technology Arms Race
Insurance Industry Weapons: - Quantum computing for pattern detection - Satellite monitoring of properties - Emotional AI reading faces - Predictive health algorithms - Social network analysis - Blockchain claim history Consumer Counter-Measures: - Privacy-enhancing technologies - Data poisoning techniques - Anonymization services - Decentralized insurance alternatives - Regulatory pressure - Collective actionThe Alternative Insurance Models
Peer-to-Peer Insurance: - Groups pool resources directly - Eliminate corporate profits - Transparent operations - Democratic governance - Technology enabling not surveilling Parametric Insurance: - Automatic payouts on triggers - No claims process needed - Objective measurements - Reduced fraud concerns - Limited coverage scope Blockchain Insurance: - Smart contracts automate coverage - Transparent risk pooling - Reduced administrative costs - Challenges remain significant - Potential for disruptionProtecting Yourself Today for Tomorrow
Immediate Actions: Medium-Term Strategies: Long-Term Preparations:The Critical Choice Points Ahead
2024-2025: The Tipping Point
- Telematics becoming standard - AI claims processing dominant - Privacy penalties emerging - Resistance movements forming - Regulatory battles intensifying2025-2027: The Consolidation
- Surveillance pricing normalized - Uninsurable classes emerging - Alternative models scaling - Legal challenges mounting - Social contract redefinition2027-2030: The New Reality
- Full algorithmic underwriting - Privacy as luxury good - Insurance fundamentally transformed - Winners and losers determined - Future path setFinal Warnings and Hope
The insurance industry is building a dystopian future where every heartbeat, mile driven, and social interaction determines your premiums. AI and big data promise efficiency but deliver discrimination. Privacy erosion enables profit extraction at unprecedented scale.But resistance is possible. Every person who refuses tracking, demands transparency, and supports alternatives weakens the surveillance insurance model. Collective action can force regulatory protection. Alternative models can provide coverage without coercion.
The future of insurance will be determined in the next five years. Either we accept total surveillance pricing, or we demand insurance that serves society rather than surveilling it. The choice is ours, but only if we act before it's too late.
Your data is their profit. Your privacy is your power. Guard it carefully, use it strategically, and never surrender it cheaply. The insurance industry wants you to believe resistance is futile. Prove them wrong.