I'm a life guy and assume there are some slight differences between P & C and what I do. :P I'm also both "captive" and "Independent." Although I prefer the latter.
During the day I work for a call center where I am a captive agent. I have one or two "1 size fits all" products that I can sell and that's it. The good news is that product X will meet your needs and for many people that's all they want.
My big issue with that is that the "1 size fits all" product really doesn't. Often I have sold X to someone even though I know Y is a better product or Z is a better price.
BUT I CAN'T SINCE I'M CAPTIVE. Because I'm captive I can't tell them Y or Z is the way to go.
Now, at night working my own leads and my own contacts (I don't steal leads for several reasons), if X is the best product then I can sell X. If Y or Z is...then guess what I sell?
I like having options and the client does too. I've had people buy X because they know the name even though they know Y and/or Z is a better option. People buy what they are comfortable with and what they need. Our job is to make sure they have it.