It comes to the fore when the the so called stuff hits the fan, i.e. when a car accident happens; that’s when subscribers really look into the details that make up for the cheap car insurance policy that they bought some years back. And when that happens, it hits them almost as hard as the wall that they drove into, straight on. It’s as if they wake up suddenly, and think, “Oh! I have a deductible that’s that high because I wasn’t paying anything in the way of a premium. I wish I’d paid the extra $15 to get that lower deductible.” And that’s just super common out there, in the market of consumer grade car insurance; it’s a matter of the majority of consumers in the market, choosing to not get into the details because of the fact that there aren’t any immediate and short term direct effects of choosing to remain ignorant.