Where it usually starts
A service comparison site usually begins as a set of tables maintained by hand from provider websites.
- A broadband plan has a monthly figure, a contract length, a speed and a setup fee typed into a page, and when the provider changes the terms nobody notices until a user complains that the figure on the site is wrong.
- The "compare" function is a filter over those typed rows, so a user who enters their postcode and usage gets a list ordered by whatever the editor put first.
- Which provider pays the site a commission, and whether that affects the order, is not written anywhere a user would find it.