"you can get background information on almost any prospective counterparty by searching Google, Facebook etc."
Reading that quote, I don't intuit anything about trust and reputation, but simply indexing data. He also talks about key dependencies becoming widespread--broadband, digital cameras. That's discussing numbers. I'll admit I might have a problem reading between the lines, but with such a short post and no additional information, I stand by my interpretation.
http://en.wikipedia.org/wiki/File:Internet_users_per_100_inh...
Sites (even niche sites) which would previously have only appealed to a small number of users can now attract millions of users.