This is well worth reading, if you're into this emerging portal war story.
Rightmove talk about how much value to provide to agents
Zoopla talk about how much value they provide alongside Rightmove
Agents' Mutual has no idea about consumer interest
Saying that, the two incumbent portals, Zoopla especially, have an immediate revenue-loss concern to address. And that may be enough to fulfil the goals of Agents' Mutual.
"Who goes there? You, price rise, Stop!"
Read a PDF of the article, which is available on Agents' Mutual servers: http://email-media.agentsmutual.co.uk/four-i-portal-leaders-debate-june-2014.pdf