Buying a high-dollar durable good can be harrowing—consumers face substantive consequences from buying the wrong product. Worse, these types of products have very complex technical features—consumers face burden of learning the jargon before they can even rationally compare the choices. Buying can be frustrating, and consumers may fear that salespeople will take advantage of them, pushing expensive, unnecessary bells and whistles with a convincing cloud of jargon. The point is that consumers would like to –and need to –and need to –trust the seller when those consumers gather information, solicit recommendations, submit sensitive personal information, and, ultimately, buy the product (table 6.1 shows how InSite’s Trusted Advisor satisfies on-line customer needs)