Via Sillicon Beat -- interesting business that is some sort of a market maker, whereas it intermediates the "consumer joe" to find and purchase stuff like auto, insurance, real estate or financial services. Basically it is an intermediator by slashing considerably the search costs and offering what they call "the best price" with their revenues model relying on a successful transaction percentage from both parties. Except in the cars and houses case.

Apparently they're not first movers at all in their market but the model is certainly challenging.

UPDATE: Over at a:c the profile of a similar company that was founded in the dot com era, circa 1999, and was sold by pieces eventually.