Well yes but at the same time you proved my point. This works but it only tells me that the site is about finding car insurance. For all I know, I could end up with yet another sales person on the phone trying to convince me to buy something.
The Hipmunk line gives me the idea that I will have a simple page where I can compare options easily which seems to be the case so far as I can tell from their video.
I don't know what the situation is in other countries but as a British person that summary screams "RUN AWAY".
Edit: Apparently they are doing the same thing as all the insurance comparison companies here, but are the first US company to actually do it properly, so my reaction isn't very fair and your summary is quite good.
That would work for those who know about Hipmunk and those who don't.