It's tough being stuck in the middle. On the one hand, private health insurance comparator iSelect wants to assure punters it's an honest broker that can help them save money. On the other, it's paid a commission on every policy it refers on, making private health insurers the ones who actually pay its revenue.

So, you can bet its ultimate customers are less than thrilled by iSelect's new tongue-in-cheek TV ad comparing the coming premium increase on October 1 to a canine poker game. Both being "upcoming, unexpected and unbelievable".