nickreynolds - 8:29 am on Sep 14, 2012 (gmt 0)

Whitey - in the UK this is a very succesful model used by other companies who have become big brands in themselves. You go to the price comparison site - whether it's comparethemarket, uswitch or whatever, type in your info and you get a list of quotes from the insurance companies. You then click through to the insurer with the offer you choose and when you've signed up the price comparison site gets commission.
Google is offering the very same service through it's beatthatquote website.
Google is not pioneering a new model - it's just effectively taking the top spot for itself.