As we've seen, understanding the privacy concerns of employees, customers, and so on is an important part of creating a working digital identity infrastructure. In commercial transactions, people must also believe that your organization is capable of keeping its promise. The perceived credibility and technical competence of your organization will determine whether the promises in your privacy policy are believed.
Even big companies run afoul of this. Microsoft, for example, largely abandoned its plans for Microsoft Passport, because users didn't believe that Microsoft would do what it said it was going to do. eBay and Yahoo! have drawn fire over the years for changing their privacy policies. When your customers don't believe your privacy policy, they become cynical and see everything in it as an attempt to create a loophole that will allow their personal data to be sold or given away.
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