"But it's cheaper on their website?"
This is, unfortunately, a classic bait and switch. An insurance website will offer you a "preferred" quote, meaning the best rate possible. You, thinking you've hit jackpot, apply.
Then, they come back with a gee, sorry, you don't qualify for that...
How many people do you think bail and try again? Yeah, I thought that too.
Ergo, by doing the WRONG thing, this company gets more business. Illegal? Probably not if it's the fine print. Immoral?