Businesses wishing to establish their reputation could post a bond. This has been done before
on a small scale. Because the bond is denominated in Bitcoins, market volatility isn't an issue.
For example, Alice wants to start a new online wallet service. She asks Bob (a trusted member of the Bitcoin community) to hold a 1,000 BTC bond to cover any coins lost or stolen from her new online wallet service. Bob generates a Bitcoin address, Alice sends the coins and Bob posts the address for all to verify that the coins exist. If Alice loses any coins, Bob replaces them from the bond funds. There are hundreds of variations on the basic idea.
I've held bonds like this. I recall theymos holding a bond for someone. It allows new businesses to leverage existing trust until they've acquired enough of their own.