Although we like to think that we know exactly what we want, and that we are capable of choosing our preferred product, as inexperienced consumers we are in fact notoriously inefficient, which is why as a society we have traditionally always been happy to have “professionals” do the selection process for us.

What I want to discuss in this article is the basic idea of honesty. The internet is a wonderful place to do business, but with the continuous flood of spyware, malware, and spam, it can be a horrible and very frustrating place for the average user.