Don't get me wrong, I'm not willing to throw the baby out with the bathwater, but if I have a to-do of 20 some web services I'm reviewing to find the right comp

Don't get me wrong, I'm not willing to throw the baby out with the bathwater, but if I have a to-do of 20 some web services I'm reviewing to find the right competitors to pit against one another, I do judge a book by its cover in some respects. If I was shooting from the hip, my immediate thought about a website I can't get to the sign up button in a basic setup has issues with their team doing proper testing, a possible inattention to detail, and more growth required in their product and processes until they have a fully-fleshed out and mature product. I'm not saying that's the case; I'm saying that's what my impression would be with no other research.