While some commentators have suggested credit card companies, VISA's comment announces such companies' inability to handle the job of processing a multiplicity of international consumer complaints. The United States credit card charge back system, furthermore, exists in the incentive -creating shadow of governmentally imposed legal requirements. Such suggestions are unrealistic. Strong industry self-regulation occurs only when industry perceives a real threat of government action. Businesses can survive without repeat customers.
Businesses can change identities at very low cost.
Consumers have less ability to monitor on-line businesses' compliance with stated commercial policies than to monitor businesses tied to physical stores at known street addresses. Consumers have little, if any, ability to monitor businesses' compliance with posted privacy policies. The FTC and DOJ have overwhelming proof of consumers' inability to protect themselves from even traditional merchants. Reputable firms, furthermore, need protection from reputation free riders. Reputation costs money to earn and to advertise.