There has been a lot of hullabaloo about the article that was published by Reuters, that took the price comparison market by storm. It questioned the seemingly impartial nature of the comparison shopping websites and that the concept of comparison shopping is a big hoax and it has nothing to do with comparison, it is more concerned with minting money for its own profit. Well, there have been many justifications and counter attacks that have come from these online comparison shopping websites and the consumers are pretty confused with the state of affairs and they cannot decide upon what is the best bet, out of all.

The biggest allegations that is pitted against these comparison shopping portals is that they don't help the consumer to find the best deal, rather, they prefer to put that merchant on the top, who gives them the maximum commission. So, the whole comparison thing goes in the drains. The perfect deal is rather a preposterous proposition, because in a world that thrives on the fundamental of the profit making, one cannot find the a deal that is perfect. But, the critics say that price comparison websites act as a third party or like a middle man that promises to take you to the the best deal through their impartial comparison shopping portals.

There are many online finance websites which have blocked themselves from being shown at any of the comparison shopping websites fearing that their low ranking on such websites might discourage consumers to come to their websites, which ultimately would spoil the public reputation of such websites. Thus, automatically, the comparison shopping portals are not able to bring in the most comprehensive search to the users, as some players voluntarily choose to opt out of the comparison shopping.

Thus , comparison shopping is not that magical as it seems to be. There are some pitfalls in this concept as well that doesn't allow it to find the best deal.