Then again, Insurers can sometimes shoot themselves in the foot.

Had a case here where an Insurer rejected a life-policy payout
on the basis that the Insured (now deceased; gunshot victim)
had not declared raised blood-sugar levels (i.e. developing diabetes condition).

The Insured's widow took it up with our Ombudsman for Long Term Insurance, who found in the Insurer's favour;
but it ended up becoming a PR-nightmare with the public decrying the Insurer's stance as perhaps legal, but not ethical.
The Insurer then decided to refund the Insured's premiums, but not pay out the life insurance claim;
this didn't sit well with the public either, who then started to move to other Insurers.
Long story short, Insurer folded and paid the piper - an expensive PR-lesson.