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?
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 compare-the-comparison-sites.net — they've already done all the hard work for you.