Twenty-six years ago, I co-authored a Journal of Marketing article that helped demonstrate the pivotal role of trust in maintaining the customer relationship. While there are many definitions of trust, we focused our attention on keeping promises, putting the customer’s interests and good, old-fashioned honesty first. Subsequent publications examined the caustic effects of opportunistic behavior on the part of the seller, i.e., taking advantage of the buyer’s vulnerability. At the level of the individual customer experience, the costs of trust violations and malicious self-interest by the seller are well-documented in both B-to-C and B-to-B settings: diminished loyalty, fewer repeat purchases and unfavorable word-of-mouth.