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16 years
The Internet is a shady place. "Brands" are good for gaining users' trust, though there's a lot of "cesspool" information with branded sites also. IMHO, brands don't make the Internet less of a cesspool, but they might get users to trust a brand.
I think that people are generally wary of websites. There are often posts on Lonely Planet's Thorn Tree asking things like, "I found a site called hostelworld -- is it safe?" :)
Websites want repeat visitors because then they don't have to go through the process of gaining a user's trust again.
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