My dad and his fellow surgeons were able to bend their private health-insurer over a barrel with large CC'd email. The insurer kept claiming that other surgeons they worked with were lowering their prices so one surgeon just emailed all the others and a movement was started. Every time the insurer tried to pressure one surgeon into buckling he would email the encounter to the list and instantly receive messages of support (The south-east is strong! - Scotland will not let the side down etc..). None of these surgeons are particularly computer-literate or internet-aware and yet they found a really convenient and powerful way to self-organise and beat a profit-focussed insurer. Win.
This is really exciting.