The abrupt news that Google is shutting down its U.S. and UK insurance aggregators, Google Compare, within a month rocked an industry that has spent the better part of the year since its launch wondering what the technology behemoth's next move would be.

A sigh of relief that Google is gone might not be the right reaction, however, says Ellen Carney of Forrester, who has been studying the Google-insurance interaction for the past couple years. Google's ability to start and stop initiatives on a dime, returning with improvements after reflecting on what it's learned, are why the Silicon Valley company has grown into a legend.

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