When I was working many years ago I criticised an advert for off peak electricity. My boss said as long as it made people notice it, that was what was required. So that is what Go Compare have achieved. You have noticed it! Incidentally I tried it and saved £100 on my house insurance (hope this is allowed as I don't intend to advertise). Have always loved the milk advert, saxy-jag, thought it was among the best I have ever seen, and still remember it