True, trust is essential. Technology can facilitate transparency however. The combination of reliable objective and subjective data can be used to “verify trust” within a reinforcing marketplace system/structure designed to align self-interest with the common good and determine true market value. Cheating, taking unfair advantage of another, harms the sellers ability to maximize their profit and therefore is self-defeating — discouraging the practice. Uber and eBay, for example, provide crude examples in their current driver/seller rating systems. Creating “verified trust” in commerce will go a long way in evolving a trustworthy society.