Video testimonials for car insurance

Came across this today. Apparently, here we have a car insurance company using user generated videos as testimonials. You will find the press release here: http://www.prweb.com/releases/2008/7/prweb1073734.htm

This links to the previous blog about the power of social networking being in personal recommendations. And this would seem like a great way of making those personal recommendations just a little more personal (and presumably a little more powerful).