Name Your Own Price? Insurance?

So we all know the concept of name you own price from Priceline.com. It looks like Progressive auto insurance has gotten on the same marketing bandwagon. I guess it's their way of haggling with you as to what the lowest price they will offer will be. It's a bit of a different model and I'm thinking it's simply a gimmick. Priceline doesn't own the hotels or car rentals places etc.. It simply makes deals with them and they tell Priceline what their bottom line price is and you get to bid against that and maybe get a great deal. Progressive is their own company so are they bidding against themselves?I smell a marketing ploy.