When there are a plethora of choices available and no medium to tell you what choice to make and how and where it becomes really difficult. For example if you were new to an area in Australia and wanted a gas and electricity service provider and there were 5 of them, it would become really difficult, keeping in mind that you are new to the area and you don’t know who to go to and which product offered the best possible at the lowest costs. At times like this wouldn’t you want to compare gas and compare electricity so that you could make the best choice?