By Ali Lyon Direct Line was the last of the great personal line insurers to resist the lure of price comparison sites. It had even made something of a USP from its stubbornness, including it in many of its TV adverts and online marketing. Doing so, it argued, removed the transactional interface between the brand and its customers, allowing it to maintain a closer relationship. More sceptical observers would add that their absence from the likes of Confused.com and Go Compare also allowed the embattled FTSE 250 insurer to avoid the hefty commission that the websites carry, which has been found …