Interestingly enough, the sales guys would frame the sales pitch as choosing between a Chevrolet and a Cadillac. The Chevy product was the base insurance policy without a lot of features. Just a simple product that pays up to $X dollars per day after you exhaust a deductible of$Y dollars. And it has a maximum payout of \$Z. The Caddie product, on the other hand had all sorts of features like a much lower deductible, many more complicated policy choices and, most importantly, always cost more than the Chevy. If I recall, the main reason the Caddie product cost more was because the deductible options were pretty low.