Yes, but this is about skillfully massaging the perceptions of the buyer. When I studied Marketing at the Wharton School about a thousand years ago, this concept was called psychographics, using language cleverly to create a specific image. An example given at the time was the comparison of two statements: 1) good food is not cheap, and 2) cheap food is not good. The first of these tends to bring to mind expensive good food, while the second of these tends to bring to mind lousy, cheap food. Of course, from a logic standpoint, the two statements mean exactly the same, which is that no food is both good and cheap.
Liberty is using psychographics effectively here, because they manage to create an image that one can virtually select from a large and varied menu of possible coverages in a way that enables a perfect match between what one pays for and what one needs, painting a picture in which 100% customization of one's insurance is an attainable goal.
