Here in the UK it’s almost impossible to watch a commercial TV channel without having to put up with the warblings of a comedy opera singer, or the amusing-at-first-but-now-rather-tired memoirs of a Russian meerkat, all in the name of attracting viewers to their insurance quote comparison sites. And if you escape the “funny” adverts, there’s usually a more serious ad for a competing site instead.

Clearly there’s a lot of money to be made in commission by such sites – which does raise questions about their impartiality. Forget “who watches the watchmen” – we want to know who compares the comparison sites?

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↓ Transcript
G1: Have you or your ship ever been taken over by an energy-based life form? No.
Do you require additional cover against transporter accidents? Yes.

G2: What are you doing?

G1: Just sorting out some new spaceship insurance.

G1: Do you want "Fully Comprehensive" or just "Third party, fire and warp core breach"? Fully Comp.

G2: I hope you got a good deal on the policy.

G1: Yeah — I used one of those comparison sites.

G2: And how did you pick the comparison site to use?

G1: No particular method — I just remembered their advert.

G2: Then how do you know you've used the best comparison site?
They might not be truly independent — pushing you to use a particular insurer because they get more commission.

G1: So what am I supposed to do? Audit all the comparison sites individuallỵ?

G2: No, you just have to visit — they've already done all the hard work for you.