If you accidentally try to order the same song twice from iTunes, you’ll be warned that you already own it — and not because it would be illegal for Apple to profit from your forgetfulness. There’s a clear business reason: Apple realizes that there’s no better way to build trust than being totally honest when the customer least expects it. It’s part of the company’s culture. In the age of the Web, smartphones and social networks, every action that an organization takes can be exposed and critiqued in real time. The bar for trustworthiness is higher than ever and is continuing to rise.