Although I think it is as crap as you do but for a direct underwriter it is a cost saving. Using a broker they don't pay for as many staff (no sales and fewer advisors) however for the benefit of this they pay the broker, lets say only 10% :shocked:.
Now a direct company can pay a comparison site a smaller commission, then use this to lower their premiums, they can then keep everything online so only need it staff. Obviously some advisors will be needed but they're wage can be clawed back from the premium rate phone line.
We both think this is crap however we also know the majority of customers focuses on their initial premium rather than service, claims service and other additional charges.
Brokers aren't helping themselves though, for example how much is your 'administration fee' sky?