Well comparing like for like when they have such complicated tariffs and when they don't even tell customers who ask what their cheaper tariffs are, who can actually make a really informed choice?
Good for Ofgen for trying but basically none of the consumer ombudsman have any teeth so we are all basically stuffed whatever service we consider.
Just about the only one that can do anything is Ofsted and that's because they are dealing with the only service that is mainly still in the public domain.