[makeitdouble]

I don't see notion of brands themseves staying a viable differentiator for most online purchases.

Sure you could remember a name you decide to trust, and never ever care to do research from there. But I see it the same way we had a period on usenet where you'd put your real name and phone number in your posts signature.

Too sad Amazon allowed reviews to be gamed, but I think third party reviews are still the way forward to identify good products.