I saw one of these proposals recently
Struck me that there were so many "get out" clauses for the insurer that we were unlikely to ever be able to make a claim. This was/is not unexpected, but as the article points out, allows you to focus on what they consider important and limit your risk anyway without paying a huge premium. Currently these products also seem to be aimed at businesses with a "high street" presence rather than manufacturers no one has heard of (or cares about!)