Reuben’s two providers offered the same treatment at a broadly similar price and looked, at sign-up, almost indistinguishable. He describes the resulting years as barely comparable.

The difference was contactability. The first had a general helpline staffed by people with no access to his case. The second had a named practitioner and a stated response time, and he used it perhaps five times in a year.

Five short conversations across a year. That was the entire difference between the two experiences.

He now regards it as the main thing to ask about and the hardest thing to find out in advance, since both providers described their support in language that sounded the same.