The Internet has completely changed the auto insurance industry. For the consumer, it's made comparison shopping possible. For companies like Geico and Progressive, it's allowed them to grow by leaps and bounds.

Progressive has always been a bit cutting edge. Clark recalls an experiment they tried in Texas several years ago where there was a robot spy in your car to monitor where and how you drove. That helped the company determine what rates you would pay.

Now Progressive plans to introduce a web tool that will allow you to interact with their pricing. So once you get an initial quote for a standard policy, you can use a click of your mouse to customize your insurance and see how it affects what you pay every month.

This tool is still in beta and there's no word yet on what states it will be implemented in. Progressive plans to roll it out primarily as a marketing tool. That's because a lot of people buy insurance as payment buyers, where they decide they can only spend X amount of dollars per month or per quarter.

But what's experimental today could become a marketplace fixture tomorrow. Those insurers who don't respond to a younger demographic that's highly computer savvy will consign themselves to being a "has been."

At 53, Clark is outside of that demo, but he loves Progressive's idea too!