I slogged onward to the second paragraph, where we have this: >When we decide to interact with a company, we believe it won’t deceive us or abuse its relations

I slogged onward to the second paragraph, where we have this: >When we decide to interact with a company, we believe it won’t deceive us or abuse its relationship with us. How anyone who's looked at the headlines generated by the grifting of telcos and banks over the last ten years could write this, and then get it a first-tier B-school to publish it, should give us pause for thought. The revelation comes a bit further on: >Currently, Sucher and Gupta are cowriting a book on trust, Trusted: How Companies Build It, Lose It, and Regain It. The selling of trust repair services is the very special own business of the authors.