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I think that the attraction they offer is flexibility in your account. You can very easily manipulate the zip codes you want any time you want without having to call anyone. THere are other services that may claim to have better leads, sold to fewer agents but you have to take the whole state. There are some zip codes that are worthless (if you feel bad about slamming people onto copay saver and saver 80 plans.) I guess it comes down to which factors (in a lead) you want to control. And the exclusive thing is overrated, it looks to me like these people are searching in multiple locations more than any lead company wants to think. Just look at a la carte services like healthleadsdirect or vimo on demand and see for yourself.