Progressive designed their whole advertising campaign off of comparison shopping, but I used them and felt a little overwhelmed with the plan features and a little skeptical of the prices they compared with. It turns out I was better off going to someone else.
Travel aggregators and shopping aggregators were some of the first online players to get comparison shopping right.
Survey Monkey is doing comparison shopping in a more honest way. They recognize that their savvy consumer is going to want to look around and they are making life easier by giving them links to other sites. They are also giving a pitch on why you should choose them even if they are not the lowest. Smart marketing.
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