I must be the only person who never uses comparison sites because the cover they supply is often 'bare bones' so they get into your top 5 hits where most buy from.
I'm not really sure what you mean by "often bare bones", the insurers on comparison sites offer exactly the same products that are available directly, and that usually includes several different policies from the bigger insurers. You punch in your requirements with regards to what cover you want, and the prices are scraped directly from the insurer's websites, and that is where you make your purchase - not on the comparison site.
There are indeed some very basic policies on the comparison sites, they are also available on the insurer's websites, but unless you have specifically declined the additional policy features, they will not appear on your results. You will only see policies that meet the very detailed requirements you have to input when first setting up your account.
Of course, you should always check the policy details before committing to any new insurer, that applies wherever you buy your insurance from.
I don't get this mistrust of comparison sites, they really are an excellent tool that helps you save money. I get an email a month before my insurance is due, it reminds me to look around, and lets me know if my existing insurer is still competitive. I do exactly what Jocko does, get the cheapest quotes I can find and ask my existing insurer to match it - 9 times out of 10, they cave in.