Reliability is an influential attribute in business. Experienced end-users regardless which sector they purchase products from, are pretty wise and realize that trust is a meaningful value. Consequently, they might not be simply lured by diverse visions shown in TV or Web ads. They prefer to decide for an entrepreneur, who they have always worked with. It is related to the fact that they are aware that not fulfilling the contract needs would imply that the partner would lose his image of being trustworthy.