Progressive Advertisements

Everybody who lives in the US has probably seen the TV advertisements for Progressive Auto Insurance. As a brief synopsis, the guy on the ad talks about how the Progressive website that has a live ticker that shows actual rate quotes that are being given to customers around the country.

For example, shopper RP in the picture above is getting a quote from Progressive and Progressive also shows the projected rates he/she would get from other companies.

Cool piece of technology, isnt it ?
Although I was impressed initially, I realized that it serves no real purpose - Yeah, so RP got these quotes and Liberty was the cheapest - So What ?! All I am worried about is how much my insurance costs and what Progressive and other companies would quote me ...

Can anybody educate me as to what other benefits could be derived from this ticker ?