The key problem is one of cost. As it is right now the customer pays the costs of specifically linking up with a supplier for a transaction. The supplier pays

The key problem is one of cost. As it is right now the customer pays the costs of specifically linking up with a supplier for a transaction. The supplier pays for some of the costs of the customer's search via advertising, but generally the supplier only pays for one-to-many interactions, while the customer pays for the one-to-one interactions. The thing is that the customer can afford a few small one-to-one transactions. It's not hard for them. However, the supplier likely wouldn't be able to afford the costs. Lots of one-to-one transactions don't scale.