Unlike many other consumer products you really don't have any idea what you're buying until after you've bought it. Making an incorrect or misled choice in health insurance is sufficient -- literally -- to completely ruin your life financially in a matter of hours, or cause unnecessary death via untreated illness.
If you want to claim that you can read a health insurance policy binder and understand it be my guest. I am a frequent writer and editor of technical literature and capable of writing code and I have a pilots license and I find health insurance policies almost incomprehensible.
We make sure that you don't get a bad haircut by requiring licenses for barbers. You can't fix my sink or chimney without licensing. We require licensing and testing to act on someone's behalf in the legal system, and in nearly all sales of securities, and of financial products, of which insurance is one mind you.
If Zenefits wanted to make an in-public argument that these rules are not necessary they were free to do so. I would have disagreed, and I'm sure others would have shared my opinion. Maybe they could have won the argument.
They didn't do that. They aren't righteous crusaders passionate about consumer choices and regulatory issues, they're opportunistic business people who broke the law and committed fraud instead of following the rules or working to change them.