When it comes to containing rising health-care costs, here's an idea: stop complaining and do your homework. Small-business owners don't understand the health insurance market, suggests new research by the Employee Benefit Research Institute. A majority, for example, didn't know that health insurance premiums are fully tax-deductible. That's a disincentive to even look into coverage, says Paul Fronstin, a senior research associate with EBRI. In this case, ignorance is anything but bliss.