Customers of auto insurance tend to be very price sensitive and they almost always select the insurer giving the best price. Given this background, does it really make sense for Progressive to offer Comparison Quotes? What percentage of the customers using the service will find Progressive's price to be lower than those of the competition? This would lead us to think why or why not it may make sense for Progressive to introduce something that clearly benefits the customers but not obviously benefits the company itself. What are your thoughts