As people become more skilled at using digital devices and online sources, their expectations about the performance of those machines and services rises.
The problem for tech platforms is that they have promoted the notion that they are 'just' market makers with no responsibility
for the quality of whatever is being sold on their sites. The behavioral economics challenge is that customers increasingly
perceive them to be standing behind the stuff being flogged since that is where they, the user, found it. This puts big tech in a double bind: to meet consumers' enhanced expectations, they have to increase investment in security and quality control - which those customers believe is the platform's financial and legal obligation, not the buyers - and if they dont both improve performance and keep prices low, the consumers will do what market participants do: take their business elsewhere. Jl
Laura Forman and Dan Gallagher report in the Wall Street Journal:
The “we are just a tech platform” excuse is no longer cutting it.The problem is one of expectations. Online consumers expect to find goods and services that are both
safe and as advertised—much as they would at big-box retailers. And they
don’t just expect it of the largest companies. Consumers believe
they’re entitled to the same at smaller players
focused on categories such as dating, travel and childcare. Investments in security have been borne by the platform companies.(But) customers could get stuck with some of the bill. (And) more stringent quality control could
deprive customers of bargains, driving them back to traditional retailers.