On the surface, the dashboard and the dropdown are as banal and misconceived as Obama’s vision of how ObamaCare’s “marketplace” would work: “just like you’d buy a flat-screen TV or plane tickets or anything else you’re doing online.” For example, the dropdown assumes that patients have already self-diagnosed. You aren’t going to want to pick “hypertension” off a [family-blogging] drop-down menu, and I very much doubt a software developer is going to choose “ringing in the ears,” or “shortness of breath” as menu items. Ditto the “funny mole” menu item for the case of cancer, right? Honestly, what are these people thinking?[2] Similarly for Gordon’s galaxy-brain concept of making booking a doctor’s appointment like making a restaurant reservation, which takes no account of narrow networks, for starters (and also involves an Amazon-style workforce; I know someone who ruined their health at an OpenTable call center). ... ... Looking deeper, we might move past the widget perspectives of dropdown menus and OpenTable-style screens, give the undertakers the benefit of the doubt, and imagine from a business perspective what the undertaking would look like if Galetti succeeed in project management as she did at FedEx, Berchtold picked up the right small companies in Silicon Valley as she did when she was doing M&A, and Combs reads the right sources. I’d speculate the undertaking would be a platform (like Amazon, or Facebook, or Twitter, etc.)