People have been comparison shopping for 10,000 years,

Most people are wary of the absolute lowest rate,

We have removed 44 lenders for that. We find out about it from consumers, other lenders or our own software that checks whether their rates are within a reasonable guideline of profitability.

October first is just another step towards collecting more taxes. It's voluntary. A lot of retailers won't start until after the holiday shopping season. It'll be a gradual effect.

The Internet has brought the issue much more to the forefront.

[Some bot sites strive to offer a level playing field. At MortgageQuotes.com, for example, staffers ensure that none of the 1,300 lenders who participate in the site are engaging in bait-and-switch, offering a lowball rate that they won't be able to give in reality.] We have removed 44 lenders for that, ... We find out about it from consumers, other lenders or our own software that checks whether their rates are within a reasonable guideline of profitability.