We found that most can't. Indeed the majority of responses we got were some variation of, "I don't know". Along with a few not-suitable-for-work expressions of frustration with online experiences. The rest were skewed to the services people use most frequently (such as online banking or perhaps an airline portal for frequent travellers) or brands that are associated with technology (large tech vendors, web providers, or ISPs). They weren't, in our view, telling us what the "best" experience was - just the one that came most easily to mind.