I have been involved in e-commerce as a practitioner, consultant, trainer, educator and - more recently - author since 1996. In my teaching, training and writing I often need to refer to a hyperthetical organization to make a point. Sometimes - in an e-commerce scenario - it is necessary to point out that innocent companies can be 'taken advantage of' by unscrupulous operators. What better name for such an organization than 'a trusting business'?

Of course, if a business with that name were to exist then the example moves from fiction to reality - so I 've registered the domain name to make sure that I [at least] know that a business will not appear online using that name [at least not on the dot com suffix]