Fun Facts

"Policy holders of participating insurance policies are charged a "grossed up" premium, and the dividend is actually a return of the over payment. It is for this reason that insurance policy dividends are generally not taxed. They are merely a refund of overpaid premiums."
http://en.wikipedia.org/wiki/Dividend

So they are advertising that they over charge (gross-up)  the consumer $4,000,000,000 +. And blindly people assume they are doing good because of being mislead. 

Dividend

An amount of money returned to the holder of a participating policy. The money is partial refund of the premium paid. It results from actual mortality, interest and expenses that were more favorable than expected when the premiums are set.

http://oci.wi.gov/glossary/glossary-d.htm 

the WI Government's definition

Are dividends taxable?
An insurance policy dividend, unlike a stock dividend, is generally considered a return of premium. As
such, it is not taxable income unless the total amount of dividends received exceeds the total amount of
premiums paid (the cost basis). If dividends are left to accumulate and earn interest, the interest
credited each year is taxable income that MassMutual must report to the Internal Revenue Service
http://www.massmutual.com/mmfg/pdf/li_policy_dividends.pdf

NO WHERE, DOES IT SAY IT'S A PROFIT!!!