Comparing the comparators

Listening to the radio in the shower today, I heard an advert by the finance and price comparison site www.moneysupermarket.com.

The message was that nowadays there were lots of comparison sites available, so the market research company Ipsos MORI had compared the comparators, and - surprise of surprises! - this site had come out on top.

It reminded me that, just last week, I saw a TV advert for Tesco, in which the urbane Terry Wogan had said much the same thing. Most supermarkets compared each others' prices, but Tesco had been acknowledged as the best comparison system.

What's next? Will the market research operators need to be compared themselves? Will Ipsos MORI have to undergo a stringent examination before declaring that they're the best qualified comparator to compare the comparators?