On Travelocity.com, they show an interim page before you get to the basket (shown below), which claims to be for you to review stuff (review your selection, the prices, their policies). Sneaked into this cluttered page is a question regarding purchasing insurance, which is defaulted to “yes”. Due to the way the page is designed, a certain percentage of users will not notice this question and will proceed through the payment pages none the wiser. Having made the purchase, if they even realise they have mistakenly bought travel insurance, they then have to decide whether it’s worth the effort to find the phone number, call the call center, find the right department, get put on hold, and ask to cancel the insurance. For many people, $19.95 is smart pricing as it is not quite at the threshold of noticing and taking action.