Buying based on comparisons
Whenever you go out shopping for a big ticket item, you never buy the first one you see. You go from store to store, checking out what's in stock and what the asking prices are. You go out looking for the best deal.
The only difference when buying car insurance is that the quotes come to your PC. There's no need to leave your home to read through all the offers, find out exactly what the terms are and how much the insurers want for their car insurance policies.