[rglover]

This is a legitimate concern, but there's a business to be built here.

I could see some sort of popup or embed that the actual company can put on their site that can only be validated via DNS. Then, users can look for that and have it validate the company by having the service email the user from the authentic domain, via that popup's backend. If the popup can't validate that the email sent via the vendor is from the validated domain, it rejects it and sends a warning back to the buyer that the site isn't authentic. The business being to mitigate spoof attempts on the behalf of sellers and building trust with customers.

Make it simple enough for any seller to use and you incentivize sales by being a "BlorgTron Validated Seller."

All of these problems have solutions, they just (likely) don't exist yet. We're effectively entering a "financial industrial revolution," and just like back then, new solutions will be required to move forward. That doesn't make Bitcoin bad, it just needs the missing services layered on top (identical to the existing banking system).