"Perhaps i'm a bit cynical, but if this is the case, then IMHO the best value for money is just to go for the best emergency medical cover, and the cheapest premium" - I would tend to agree. Although if I was going to spend some time in a country with a decent public health service, I might not even bother with medical cover (often you need to get a form before you leave the UK to be covered by such health services).
I have a little sympathy for insurance companies because I know that some people take the attitude that, because they have insurance, it's ok to leave their expensive camera on the beach while they have a swim. Certainly it's better to take care of valuables that to take out an expensive insurance policy however it would benefit many people if there was a minimum standard for holiday insurance that all companies adhered to. A lot of people believe that all holiday insurance is the same.
When in a foreign country you always need to be more careful about valuables, strangers and so on. The risk of being a victim of crime varies enormously between one area and another. If travelling to a high risk area, protection that is better than any insurance is not to take anything valuable, carry a spare wallet with nothing of value in it, stay out of dark alleys, carry an attack alarm, be suspicious of strangers and generally be sensible and cautious.