Being trustworthy is a crucial attribute in business. Experienced end-users no matter of sector they obtain products from, are quite wise and keep in mind that trust is an important value. As a result, they might not be simply lured by different visions shown in TV or Web ads. They prefer to pick an entrepreneur, who they have always worked with. It is related to the fact that they are aware that not realizing the contract requirements would indicate that the partner would lose his image of being trustworthy.