[floatrock]

This makes sense as long as

> This business is incentivized to be honest because otherwise they lose their business

is true. And it might be true if you assume perfect competition, low barriers to entry, no egregious regulations, no regulatory capture, no bundling to force decisions regardless of 'honesty' (or 'fairness'), etc.

So in a perfect world, maybe. But I think the niche in all the imperfections.