So why don't insurers make things simpler? According to the report, a high level of clarity isn't easy for businesses to achieve. The larger and more complex the company, the more likely it is to be overly complex with its products and messages.Kelly Cunningham, an economist at the National University System Institute for Policy Research in San Diego, says the public has a deep distrust for messages that are hard to figure out. When the message about a product is vague, "sometimes you wonder if someone is trying to be purposefully unclear," he says. "You wonder what they are trying to pull on you. You have to speak to people's comprehension levels."