Re: Great Weasel Answer. Top marks for ingenuity.
Think what Which's readership is like. I'd expect them to be more likely than average to be the sort of people who have taken saving and investment seriously. In that context don't you think the rating for pension contributions is surprisingly low?
The explanation which occurs pretty automatically to me is that these are replies from people in the same situation as myself:
I'm retired. I no longer have to pay pension contributions so I'd rate that zero. In fact, I'd make pretty similar responses, including rating broadband highly. The main difference is that given the craptitude of public transport round here I'd rate running a car somewhat higher than in the article.
Of course I don't have any interest in the game of FTTP promotion.