It pains me to say that, although I still look first to imutual, the majority of sites I look to buy from are either not covered or suspended. Obviously there are, or were, other USPs for imutual, like the cashback guarantee and the responsiveness to queries, but the latter of those is now dubious. I still see imutual as an honest site that I'd like to use more, but gone are the days when cashback was anything significant, sad really.
The main USP for me has always been the forum.... but there again, it is a rump of what it was, with no real community interaction since kev passed away - even many of the old regulars are now more absent than present. I'd hate to see the site disappear, but it certainly isn't what it was and shows little likelihood of improvement as membership falls and the offers dwindle (or VV).