If they're wrong, you don't trust them in the future. Sure, they can just generate a new key. Eventually there will be businesses with good reputations, and one

If they're wrong, you don't trust them in the future. Sure, they can just generate a new key. Eventually there will be businesses with good reputations, and ones with unknown reputations. Just like in "real life" right? Maybe I'm misunderstanding the discussion here?