How good are John Lewis's insurance products?

Extract . . .

John Lewis, one of Britain's most loved stores, is to offer insurance products that claim to embrace its slogan ''never knowingly undersold on quality, price or service''.
The store assures consumers that they won't find policies like these anywhere else – yet the catch is that you will have to pay extra for them.

http://www.telegraph.co.uk/finance/personalfinance/insurance/8008339/How-good-are-John-Lewiss-insurance-products.html