[obisw4n]

I'm completely guessing here, but I'm wondering if this was spawned from looking at their own internal data on Adwords? I'm sure there are advertisers spending ungodly amounts of money toward auto insurance.. and Google probably thinks "oh we can do that easy and better, and take premium space on search". I think I remember reading an article somewhere that it was one of the most expensive keywords possible (Although this article is dated):

http://www.wordstream.com/blog/ws/2011/07/18/most-expensive-...