Fraud is the major stumbling block when getting Bitcoin accepted in mainstream use. So the question is, can the block chain be use to publically confirm a bitcoin payment in the advent of a dispute?
i.e if I buy some stuff with bitcoin, can the blockchain be used to prove an amount was sent to a given named recipient?
That would make life easier.
If you have the name you can use whatever methods you currently use to avoid being defrauded.
The reasons so many people get ripped off for their coins is that Bitcoin makes it possible to send money directly to complete strangers. There is nothing safe about that, the way to avoid loss is to not take advantage of that option.