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Why does the headline refer to them as "consumer champions"? The last time I checked, consumer champions did not operate websites where "its private investors believe it can be a successfully commercial price-comparison site."

I have tried some of these "comparison sites". If you pay a nice fee, the "comparison site" will gladly tell the world at large that you are the best solicitor the world has ever seen and compare you very favourably to all the other solicitors. You then get hundreds of enquiries. All of which go along the lines of "I need some free legal advice", or "this conveyance is really, really simple and straightforward, I don't want no messing about and it needs to be as cheap as possible. If you do it for £150 plus VAT I might give you more work", or "hi, I am a genuine client wanting to find out how much you charge, even though I have registered on the site with an email address of a local law-firm competitor".

Complete and total waste of money, unless you like those sorts of clients.