I loathe them, and you raise a good point about their disguising totally generic claims as unique. (Which is but one source of my loathing.) When you think about it, other insurance companies don't really do that. Allstate focuses on the superior protection they'll give you because of their huge size, State Farm leverages their unparalleled network of neighborhood offices, Geico talks about saving you money compared to your current insurance, Progressive talks about the ease of buying their insurance online, Esurance kind of owns the "we make it incredibly simple because you don't want to have to think about insurance" category, Farmers is all about their assurance that they'll cover you no matter how weird your claim, etc. They all at least offer something that they can legitimately claim to be better at. Liberty's total reliance on gimmickry (and thievery of other insurance companies' devices, like the a-cappella jingle from Farmers and the animal from Geico) at the expense of an actual marketing strategy just exposes their utter poverty of ideas.