The point is
There is a long history of financial advisers giving people very bad advice in order to enrich themselves by earning commission, and in turn enriching their companies by selling over-priced, under-performing products. In some cases this has had a devastating effect of peoples lives, eg paying a mortgage for 25 years but finding that you don't own the house at the end of it all.
Any such advice needs to be strongly regulated to avoid ordinary people being ripped off by large companies operating sophisticated scams.
By calling themselves "price comparison" sites, implying that they are not offering advice, these sites are avoiding this regulation. The FSA are just saying that some of the services do amount to advice and therefore must be regulated.
And not before time. I've been offered some very unsuitable products, such as a car insurance which bizarrely doesn't cover you for driving to your normal place of work!