Hello all students. This is not "per inquiry" advertising, though that was pretty close. These loans, under the names Laurel Collegiate, Astrive and Monticello--are all products of a company called First Marblehead. They are a legitimate company, actually a pioneer in the private student loan industry. Even if you get a private student loan through your bank, there's a decent chance it's being underwritten by FMD, if your bank is, for example, JP Morgan Chase, Bank of America or one of the other of dozens of FMD's cusotmers.
These above-mentioned brands, which are marketed directly to consumers, are used by the company as market research which it shares with its customers. They're testing the response to the individual ads--hence the ridiculous number of commercials during this high season for student borrowing, often with different URLs. In general, FMD private student loan products tend to be among the most competitive out there, so you should not be put off by the ads.
Do your homework, of course, but these loans are a good place to look after you've exhausted all the federal loan money and need to supplement with private student loans (better than credit cards, for example, if you can get the best available APRs).
Disclosure: I don't work for the company, just involved in the banking industry, have an interest in debt products and am investor in the company First Marblehead.