Ok so alot of people have been scammed and alot of people worried about getting scammed.
Maybe the way bitcoins keep everything so anonymous isnt such a great idea.
What if someone was to come up with an online service that registers and authenticates bitcoin addresses. Maybe a simular way to how paypal works. By having a huge database of registered addresses where the owners geographical address and contact details are verified. Maybe even a feedback system where users can report good experiences with users.
That way people would know only to do business with people who are registered and verified, with a good feedback history.
It would probally require a small fee for every setup for the cost of sending a registration code via post.
So you are building a reputation. That won't stop the scamming - just delay it. There comes a point where the amount one can scam is worth more than one's online reputation. Look at mybitcoin for an example.