Two examples are truth in advertising and failure to deliver merchandise. Basically, Katz and Moritz say, it's up to individuals to protect themselves. But as in the old West, there will be guides that will help you stay off bad trails and out of trouble. Katz also sees portals playing a role, but in his scenario it's portals like Yahoo and others that will help provide guidance to people. The Web always sorts itself out.
People gravitate to what they trust.
To remain with the commerce idea, almost everybody selling off line is selling online these days. For instance, I buy almost all my clothes from the L.L. Bean Web site. And that's what portals are doing. They help point people to the people they trust and keep them out of bad places. Looking for Tonto New kinds of software will help as well.