I'm moving in to a new apartment complex and I'm required to buy renters insurance. Because renters insurance is relatively cheap and it covers things that I really don't need insurance for in the first place, I decided that it wasn't worth shopping around too much. I'd just Google "Renters Insurance" and buy from the first organic result assuming it was within the price range that I expected.
Of the first five Google results I saw (which may differ from the first five you see if you do the same search, fyi) two of the sites didn't have the option of buying online (no, I won't call your 800 number). The other three had online quote forms. One by one, I went through the online quote forms and one by one, they all failed to work correctly.
Regardless of what a company does, every business needs to be good at at least one thing: accepting money. If you can't accept money, it really doesn't matter how great your products or services are because no one can pay for them. I had my credit card out, ready to give $200 to the first company that would accept it and the top Google results all failed at that simple task.
As a side note, I'm about to start doing some work on the Less Annoying Software billing system so I'm almost glad I had such a hard time buying renters insurance. Now I have a fresh example in my mind of how important it is to have Less Annoying Billing in addition to Less Annoying Software.