This page is an entry in the Key.
The term “the trust exchange” refers to the simple transaction involved in every use of the “Guaranteed TCQ” label.
As with the buyer-seller transactions that are as old as human history, each party has something that the other party wants:
• In the trust exchange, the photographer wants the viewer’s trust; the viewer wants the photographer’s genuine word.
• So the photographer gives their word, staking their reputation on the 9 claims embodied in the “Guaranteed TCQ” label.
• In exchange, if convinced the viewer gives their trust to the photographer (and thus to the photograph).