There's nothing like a sneaky process to make us suspicious. That brings us to ease. Making checkout easier, making products easier to use, and making information easier to find are important ways that companies can fulfill user needs. You might be surprised. If users can't use the product, they won't use the product.
Information is what the Internet is all about.
Information is what they seek when they want to know what your source was, when it was written, and who paid you to write it. When information is supposed to be easy to find and competitors' information is easy to find, you must make it ample, relevant, and available to your users. If you feel that a company doesn't care about you or your business, you're probably not going to shed many tears as you walk across the street to its biggest competitor. Then again, neither is your user when he or she clicks far away from you, never to return. Fulfill these needs and you've got yourself a happy user, one who has probably bought both colors of your widgets, requested your catalog, and sent his or her whole book club to your site.