Thank you  Dusty for the  link.  Having  looked at the poor reviews (Which  usually tell you  more than the  good ones) I  think  some quite important features of the offering become  clear.  
I  consider the  most  important problem is the company is its only  contactable on-line.  If you  are happy  with that restriction then fine,  but  I  suspect if you  have to  make a claim it  is likely important  to  you  to be able to make immediate direct contact with  your insurer,  either to  just report the incident,  or to  be able to access quick and accurate assistance to help you manage a situation. In other words the facility of a phone call to be able to talk to a person rather than  a machine.  Needing  to rely  on just an eMail with no certainty  of a quick reply,  in  many  such circumstances could lead to escalation of the difficulties and a lot of emotional distress. 
This aspect of the companies operation is probably one of the  main  reasons their policies can be cheap as they  don't employ people on the phones to  talk to customers.
A second issue which seems to come up is the policy is by default set to renew automatically. This is a significant pitfall that  can trip  customers up. If you think  about it, this saves a lot  of manpower (and costs) that  would otherwise be needed to check with each customer if they wanted to  renew the policy. To  prevent auto  renew or to opt out of it later, customers have to actively seek out a tick a box to turn auto renew off. 
In  my  view there are sufficient  number of  customers who have experienced difficulties with this feature to  warrant the  company  to  review it's policy on auto renewing and to change it to opting  in rather than out,  and to at least email the  customer to confirm the change of the option has  been recorded.
As several of us have already stated,  Insurers are best  judged on how they  help or hinder customers when they  make  a claim.  For  my  own preference I  would  not  use  an insurance  company  where I  cannot  talk to a human being -  especially  when  making  a claim.