I don't believe that a ten cent lower cost for insurance will create more buyers. Some buyers want insurance and some don't. Period. I've had buyers who have paid $1.30 to insure a $3. purchase which I feel is just dumb and I've had buyers who do not opt for insurance when the item is $75. and glass which is also dumb! The former I self insured and assumed the risk, the latter I paid for the insurance myself (just in case!)