In practice consumers just go straight to Amazon because they're afraid of the wider internet and depend on the return policy to save them when they get scammed. Doubt any "opt-in validation, ring of trust, p2p feedback and rating" will change that in the next decade.
This and the fact that they have your cc and shipping already on file, which makes things a lot easier. More than once I have found a product on some site and then purchased it from Amazon just because it is so much easier.
