Trusting trust the Ebay way
Advertisement used to do exactly this: informing you that a lot of other costumers were trusting X, so you could as well. Then it became something else, but that is another story. There is a form of bottom-up advertisement, a sort of electronic word-of-keyboard, that the digital era has made possible again: customers' comments and feedback. Everyone has more or less learnt the lesson, from Amazon to Saynsbury's, but the master is Ebay. On Ebay, sellers and buyers need to build their reputation the hard way: by being good sellers and buyers. It is a reinforcing process: you are judged by the people you do business with; the better your reputation the more business you may have, the more likely it is that you will wish to do your best to make sure that your reputation, gained with so much effort, remains untarnished and may even improved, which means that buyers are more likely to do business with you, but the more business you are likely to enjoy... and so on. Some time ago, spe...