Yet, insurance executives are smart enough to realize that QuotesChimp long for personal care; they want to be treated as indi�viduals, as "members of the family." That's why insurance com�panies pay advertising agencies millions of dollars to come up with homey slogans. As a consumer, you must realize that ad�vertising slogans are just that, no more, no less. Your decisions about the insurance you ultimately choose must be as cold-eyed and based on rational self-interest as will be the decisions the company makes about you.