Reputation Manager's research on Italian online insurance

My first real post goes to my beloved direct insurance companies.

I read on this morning's newspaper about this piece of research published on April number of Mark Up: an in-depth market insight analysis on Italian direct insurance customers.
Reputation Manager is an Italian IT and Consultancy firm providing, among others, an online brand equity monitoring tool for both personscompanies and acting on their behalves when their online brand reputation turns bad.

After crawling through more than 300 URL domains for comments on direct insurance published on blogs, news, opinion sites, reviews, portals and online videos they draw up each year the share of voice of direct players (how many comments concern the player + how many are positive). They observed a 66% rise (2010-2011) on negative reviews of online brokers, demonstrating a partial trust towards these companies, with particular concerns regarding Customer service and claims management.

Since years, in order to reassure customers about their trustworthiness, some companies are leveraging their well-known and appreciated corporate brand names, for others, that may not have one, it seems that they need an enhancement in terms of operational management. We constantly look for lower prices on Internet, but aren't we losing the sense of reality while asking too much when giving out too little?