However, if you look at what they do online, they do a lot of trusting things. People worry that companies may track them, yet when they re online, particularly if they re in a cubicle at work or in their computer room at home, which tend to be isolated places, they feel anonymous. There is obviously a contradiction here. The Internet has provided a host of new ways for people to hold others accountable. You can register your happiness or unhappiness with a business s or a person s conduct, and other consumers can base their decisions on the information you provide.
Producers know that they had better do things right.