I agree consumers need to educate themselves, the policies are confusing. Reimbursement for monthly preventative care such as heartworm, etc. should be 100% all year instead of up to a certain limit because I am taking action in keeping my pet healthy. Also, if a pet is on a special food/diet because of health reasons, there should be reimbursement for food, etc. because the owner is taking responsibility in caring for their pet and preventing further illnesses; after all its not the pet's fault. This is why there is insurance. If some changes are implemented for the above topics, I believe more pet owners would purchase pet insurance.