National regulation would likely result in vigorous intraindustry competition and might well reduce profits. Complacent companies with high rates, poor service, or ineffective marketing will likely find themselves in trouble. In fact, it is highly likely that a large percentage of new profits (if any) will accrue to companies that are either startups or current niche players that see an opening on the national stage. Deregulation of banks, airlines, telephone service, and stock sales all resulted in better deals for consumers coupled with many large, incumbent players being forced to close their doors, shrink their operations, or merge with better-run competitors. There is every reason to believe something similar would happen in the insurance industry. (It is also worth noting that profits for the industry as a whole have as much to do with investment performance as with ''the business of insurance'' itself, which provides insurers with some business model flexibility.)