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The criticism "The panel says people using legal services rely ‘too heavily’ on reputation to decide their provider and just 27% shop around. Comparison websites were used by only 2% of consumers." is ridiculous.

How can one rely on reputation "too heavily"? - it is the fundamental basis of the goodwill of any business. Obviously the Legal Services Consumer panel have never run a business and certainly not been involved in marketing one.
Reputation is the holy grail. Survey after survey confirm that low price is no indicator of quality or the basis for most decisions to buy most products or services.