Abstract: Google has launched its “Google Compare” auto insurance comparison website for California consumers, perhaps Google’s first step towards a deeper immersion into the multi-billion dollar auto insurance marketplace. Right now, nothing really differentiates Google Compare from the many similar comparative rating websites, but it adds to the illusion that consumers really can compare insurance products and reach purchasing decisions online. Caveat emptor anyone? In “A Day in the Life” by the Beatles, John Lennon sang: I read the news today, oh boy, About a lucky man who made the grade. And though the news was rather sad, Well, I just had to laugh….1 I read the news today about “Goog
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