I had a look at Insure and Go myself but it worked out cheaper for us to go with the AA. Don't know if you've looked at them?
It's true what they say though you'll never know how good an insurance company is until you have to claim. ALL insurance companies will be slated, generally, but you're never really gonna hear from the people who got their claim relatively quickly etc.
I've based it on the cover that was provided and on me inputting any necessary information! The AA worked well for us because it covers scheduled airline failure and financial failure so if flights/hotel go bust then we should be covered. I just found looking for an insurance a minefield and I couldn't really find anything better than the quote from AA.