Hence our trust of Google, which ranks a web page by how many other pages are linked to it, and how many other searchers view the page in question.

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This approach of having a software agent negotiate trust with the web site for you requires some new technical innovations.

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Even figuring out who to consult for advice can pose a problem: Should you trust reviews from full-time gadget reviewers or consult the ever-growing number of Web sites that solicit opinions from their amateurs?

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He claimed his organization was new, and thus had no track record of support, however he provided a web-site and and a very enthusiastic outlook for the vision of his organization as evidence that we could trust our donation would go to a worthy cause.

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