Trust .. in the end of the day that's what business is all about ... if you are a customer you expect a good product quality, delivery on time, warrant, etc.. etc.. if you are business you also would like to be properly reward for the goods and services you are selling etc ... just like everywhere you go you will see example about how to not run a business like butterfly, mtgox, etc ... and good example like blockchain.info, Casascius etc .. that's why nowdays reviews are very important way of marketing ( we all know that are kind of blackmarketfor that as well
) ... but that's it ... that's why I really believe that transparency and honesty is important to business ...