The auction site brings together strangers with similar interests, relies on them to act honestly and honour their commitments even though the two parties may never meet.

Probably more than any other business, the trustworthiness of eBay's users dictates the public perception of the company.

That role of honest broker has become even more important as eBay has grown.

soure/full story: news.bbc.co.uk/1/hi/technology/4410059.stm