This is wildly un-new. Mutual insurance companies have existed for literally hundreds of years. Oldest one I can find in 5 minutes dates to 1762, and if you include merchant insurance organizations, probably https://en.wikipedia.org/wiki/Mutual_insurance https://en.wikipedia.org/wiki/The_Equitable_Life_Assurance_S...
Probably 20% (edit, now that I think of it, maybe up to 50%) of "hot new startups" I see posted to the front page of HN on a weekly basis are an existing business model with a slick web 2.0 front end, CSS/HTML5, etc, a marketing department run by generation Y and some mobile app developers.
Twitter? Blogging, but you can only write two sentences. That's shitty!
Vine? Video uploading, but you can only store a few seconds. That's shitty!
Snapchat? Chat, but your messages disappear after a few seconds. That's shitty!
Less is more, sometimes.