[NavinF]

In practice consumers just go straight to Amazon because they're afraid of the wider internet and depend on the return policy to save them when they get scammed. Doubt any "opt-in validation, ring of trust, p2p feedback and rating" will change that in the next decade.

[leveraction]

This and the fact that they have your cc and shipping already on file, which makes things a lot easier. More than once I have found a product on some site and then purchased it from Amazon just because it is so much easier.