Interesting discussion of trust in this article on web hoaxes.

Kelly’s students, like all good con artists, built their stories out of small, compelling details to give them a veneer of veracity. Ultimately, though, they aimed to succeed less by assembling convincing stories than by exploiting the trust of their marks, inducing them to lower their guard. Most of us assess arguments, at least initially, by assessing those who make them. Kelly’s students built blogs with strong first-person voices, and hit back hard at skeptics. Those inclined to doubt the stories were forced to doubt their authors. They inserted articles into Wikipedia, trading on the credibility of that site. And they aimed at very specific communities: the “beer lovers of Baltimore” and Reddit.

That was where things went awry. If the beer lovers of Baltimore form a cohesive community, the class failed to reach it. And although most communities treat their members with gentle regard, Reddit prides itself on winnowing the wheat from the chaff. It relies on the collective judgment of its members, who click on arrows next to contributions, elevating insightful or interesting content, and demoting less worthy contributions. Even Mills says he was impressed by the way in which redditors “marshaled their collective bits of expert knowledge to arrive at a conclusion that was largely correct.” It’s tough to con Reddit.

[…]

If there’s a simple lesson in all of this, it’s that hoaxes tend to thrive in communities which exhibit high levels of trust. But on the Internet, where identities are malleable and uncertain, we all might be well advised to err on the side of skepticism.