Term assurance pricing's like petrol garages

The only industry I’ve seen mentioned as currently doing anything like this is the petrol industry, where stations a few hundred yards apart always seem to charge exactly the same prices. There has to be a question as to how much benefit this provides the owners of those petrol stations. From a motorist’s point of view, assuming there’s no inconvenience caused by travelling to one or the other, what is there that actually differentiates them? Most have a similar grey forecourt, with a similar selection of papers and flowers out front and microwaveable food of somewhat dubious attractiven...