The PR and financial fallout from the recent reports of inappropriate retroactive denial of coverage is starting to take its toll on California's Blue Cross plan. From Fierce Healthcare comes the latest news; the State of CA has levied a $200,000 fine against BX for their actions in one specific case.

And that's just one case. Reports indicate there are as many as 19 more.

What does this mean for you?

If David is doing battle with Goliath and the venue is the court of public opinion, you'd best bet on the little guy.