I think it was hard for them to compare the complementary. It's far too complex to have a table with comparisons. I think it really depends on what you're looking for in a company. Some people are more sporty, some more into alternative treatments, some need good cover abroad, some need good cover for teeth, glasses, everything gynaecology etc. etc.
Then there are those companies who are more expensive for women etc. etc. You really need to shop around and know what you want more or less.