The [content-based] trust layer of the internet is what we have deferred to this point, and what needs to be created (which is easier said than done, of course)

The [content-based] trust layer of the internet is what we have deferred to this point, and what needs to be created (which is easier said than done, of course). Personally I think a web-of-trust Keybase-style solution could work... But buy-in is difficult... you'd need some sort of "seed" strategy to make the app useful alack of 100 (a huge number) trusted friends.