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Will Google be the next Better Business Bureau?

What with the launch of the new Local tab here in Google+, which allows us to now rate businesses (see previous post), and this latest acquisition of KikScore, Google appears to be headed towards mediating our trust with businesses. Very interesting. 

Google has acquired the technology, patents and “certain assets” of online trust seal provider KikScore, signalling its intention to expand its Trusted Store program and allow its users to shop with increased confidence across the Web.

Google’s Trusted Store program has a distinct focus on e-commerce but KikScore is more about building trust between the consumer and a business. This could mean that Google is ready to take the next step, moving beyond e-commerce and expanding its trust seals to a wider set of businesses.

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Gideon Rosenblatt's profile photoDavid Chou's profile photogeorge oloo's profile photocj juszczak's profile photo
Google has been very busy today. Patens, Meebo, and now this. The checkbook was definitely open today.
Interesting. Thanks for the heads-up.
It's never going to work because it's the wrong business for Google to be in. It does not suit their mindset, Google seeks encompassing, automated software-driven solutions, this is not that type of business.
+Jim Munro I don't know the company, but they are going out of their way to say that the primary reason for this acquisition was the technology that KikScore has. 
I have already noticed an integration on Chrome when I was at Musicians Friend.  I was pleasantly surprised by the integration
Exactly, +Gideon Rosenblatt, Google thinks Trust can be managed by technology. I think they are wrong and it will gradually negatively impact them. Consider that if technology was the key in trust management, we would not hear of PayPal horror stories. :)
+Jim Munro I dunno...I think that algorithms can go a long way in certain measure of trustworthiness, and for those non-quantitative measure, that's why they're crowd-sourcing trust and ratings from people....
+Jim Munro Agree, but technology could help as one of the factor in the whole trust management. Google likes to automate lot of things and they are now learning slowly just automation and software won't be just enough. Recent acquisition and integration of Zagat into google+ local is a good example. 
Oh well, +Gideon Rosenblatt :) You have pointed out another conflict because I believe that ratings are just a measure of the spammers' creativity.  I'll continue to think that while there are streets full of office buildings full of university graduates churning out ratings at a pace far greater than genuine contributions.

Any technological solution to measure trust will be spammed  and compromised the same way. That's what I think anyway. 

I am sorry Gideon, I did not wake up to be argumentive. :)
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