People who buy radiators online are unique. For one thing, they don't really research their purchases beforehand. When your radiator blows up, you know you need a new one..fast! Secondly, when you're shopping for a new radiator, it's not a click and buy type of item. You pretty much need to talk to someone who knows their stuff, because every single make and model of car may have two or three radiators that could fit. As John Thys, President of Radiator.com says, it's a different market. And for this market, Pay per Call is just the right thing.