The escrow system on OB is definitely going to be the weak link. I think with any transaction involving bitcoin someone is going to have to trust someone else somewhere but that's where the opportunity is for something bad to happen. Escrow is also going to be really difficult for them to judge certain things as well (buyer says he received the item but it was a box of bricks and not a macbook etc - what do they do then?).
Same as ebay customer service does. Scanned receipts, pictures of the item, delivery tracking, etc.
Then finally there's the rating system. As a former ebay merchant, if I used to eat some bad transactions because I valued the 100% rating more than the money I lost.