In the 1990s, insurance companies such as Allstate turned to the consulting firm McKinsey & Co. to develop a new strategy for profit. McKinsey saw claims as a zero-sum game with the policyholder and the company competing for the same dollars. No longer would each claim be treated on its merits. Computers would determine reimbursements, and settlements would be offered on a “take-it-or-litigate basis” as Allstate to move from ‘Good Hands’ to ‘Boxing Gloves'. The CEO of United Healthcare become a well paid symbol of the terrible things health insurance companies do to people for money.