I think it is, as has been said, toe curlingly painful. I just don't see how it will sell anything.
The Company behind it is, like all comparison websites, on a hiding to nothing. They have an business model that has no long term future, I feel. Increasingly with hotel bookings I find that if I use a comparison site and then contact my preferred hotel directly I get a lower price. So the comparison web site doesn't get paid.
