HCR Update from Mark Sanna: Blue Shield of California, is promising to limit its profits and give the bulk of any excess income it makes back to policyholders who are buying coverage. The insurer plans to cap its profits at 2% of its revenues. If in any given year it makes more money because the cost of providing health care was lower than it expected or because it made more money from its investments, it will give the excess back to the community.