The growth of Internet fraud coupled with the rise in online users has prompted Virtual Feedback to develop a central place for people to learn more about their Internet neighbours before making transactions. Earlier this year the Internet Fraud Watch, operated by the National Consumers League, noted complaints increasing 600 percent since 1997. Online auction's filled the number one slot of registered complaints in 1998.
Many online auctions offer feedback for their users.
However, their good intentions fall short. They only indicate the users feedback on that particular site. Additionally, a positive or negative rating, with little room to verbally comment leaves much needed information on the transaction up for speculation. Virtual storefront fraud is also on the rise. When visiting Web sites, there is little to no information on previous customer satisfaction or dissatisfaction.