Open Enrollment Is Closing Soon: How to Pick a Healthcare Plan for Your Startup

Somewhat off-topic, but why on earth do US health insurers insist that everyone buy policies in January? When you buy a car you go out and get insurance for it around the same time, you don't wait for a particular calendar period. Why shouldn't you just buy health insurance whenever you want it, as opposed to when it is convenient for insurance companies? It's ridiculous.