Transparency is on the increase, particularly in the web world, and the old cobwebs and obscurity of commerce of the past, are thankfully changing. Out goes complexity & obscurity, and in it's place, the simple, transparent & 'Don't be evil' Google type mantra of 'new' commerce.
Of course a huge win for the consumer, but given the right approach, it can also be a huge boost for the [let's call them] 'non-evil' businesses out there. Of course for many companies this is not good news. However, with sites such as Digg and other social networking tools on a virus like increase, businesses have no real option but to embrace this consumer change, and take responsibility, or their bottom line will be affected, no doubt about that.
Recent examples such as Greenpeace with their iPoison site, is likely to hurt hard. Especially considering the almost undying love & scrutiny for the brand from Apple fan boys worldwide. [Even Greenpeace manage to squeeze in some adoration for the brand in their site!]
The pressure's building, and with sites such as Tripadvisor and the multitude of reviews, feedback and rating sites available, it's very simple. If you want to get ahead, get seen to be as open, clear, and as transparent as possible. You never know, your customers might like what they see.
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