In the case of products and services, manufacturers and practitioners can offer guarantees and warranties. Finally, there is the tort system. Continuity and repetition are fertile ground for trust. In a sense, one's power to damage a promisor's reputation or to withdraw from dealing with him serves to hold him to his promises. Sociologists figure that any pair of adult Americans can be linked by three or fewer intermediary acquaintances.
Businesses can make a profit from providing reputational networks.
The livelihood of the middleman often depends on creating a bridge of trust between two traders. The Meineke Company, the franchisor, provides a reputational bridge between the motorist and the franchisee, who meet only in passing. Franchised motels, restaurants, and convenience stores also profit from trust based on infrequent dealings with many customers. The role of the reputational bridge is best demonstrated by the retailer, who, a hundred times daily, serves as the link between a consumer and a producer. By carrying the appropriate array of products, middlemen can make a profit by creating trust in the consumer who has an occasional need of a specialized commodity.