The insurance company plan turns out to be "protect the status quo."
Their plan is to keep cherry-picking the healthy and the wealthy and dumping you if you commit the sin of getting sick or injured - that's the insurance companies self-interested idea of cost control. You can't blame them, really, they're just trying to keep the CEOs and lobbyists well-paid, and it's been working for 30 years or more, and they've got many of our elected officials bought and paid for already.
There's no incentive for big insurance companies to control health care costs - they haven't been competing. The first hint they might have to do so got them to the table. They're scared stiff at the prospect of a public option, because they surveyed people and the truth is folks love the idea. I'm not talking about single-payer, mind you - the President isn't trying to turn us into England despite what you hear about socialized medicine. This first step that insurance companies oppose is giving Americans a real choice.
But
Health care isn't the problem, the high cost of getting coverage is the problem. Insurance companies and their champions on Capitol Hill oppose real reform; reform threatens their profits.