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    The book starts off with a discussion on evolution, which I'm not entirely convinced is necessary as it doesn't have a material contribution to the topic. The concept of trust is fascinating and the mechanisms to promote and support it are both simple and complex. Simple in principle, but complex in that humans rarely behave exactingly how we expect them to. The book outlines trust at different levels and in the end we need to work out how we can scale the mechanisms that work on a micro level to work at a macro level, which is increasingly harder due to the connectedness we have due to social and other media. Well worth reading.


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